Dubai runners find new gathering place as On opens flagship store

DUBAI’S MOVEMENT COMMUNITY GAINS NEW HOME AS ON OPENS MALL OF THE EMIRATES FLAGSHIP

More than 100 runners show up each week at Kite Beach’s Orto Café for On’s run clubs. That loyal, sweat-soaked crowd now has a permanent address in the city.

Swiss premium sportswear brand On opened a 265-square-meter store at Mall of the Emirates on Sheikh Zayed Road on July 22, 2026, establishing its first physical retail presence in the United Arab Emirates. The launch marks the brand’s third location across the Gulf Cooperation Council region and signals accelerating expansion plans that will bring nine additional stores to the GCC over the next two years.

The opening arrives as On deepens its footprint in a region where it has already cultivated an active following. Bianca Pestalozzi-Houchangnia, General Manager EMEA at On, points to those weekly Kite Beach run clubs as evidence of a community that existed long before a storefront did. The new store, located at Unit CO6G on the ground floor, aims to serve as a physical gathering space for that community rather than a conventional retail outlet.

“Dubai’s unique energy and its residents’ passion for sports and wellbeing align perfectly with On’s mission,” Pestalozzi-Houchangnia said. “This store is not just a retail space; it is a physical home for this energetic community to connect, move, and explore the full breadth of On’s collection together.”

The store’s opening unfolded across two days of programming. An exclusive VIP preview on July 22 gave brand partners and friends early access to the space before public doors opened at noon with live DJ entertainment. The following day, a community run at the mall brought together On ambassadors, local partners, and residents to celebrate the new location, reinforcing the brand’s commitment to movement-centered engagement.

Meanwhile, the Dubai store represents the latest phase of On’s regional push. The brand opened its Riyadh location in October 2025 and its Kuwait store in February 2026. Since 2024, On has worked with Mizzen, part of the Seddiqi Holding group, as its representative across the GCC and Jordan, a partnership structure that has allowed the brand to navigate regional markets while maintaining its global retail strategy.

Inside the Mall of the Emirates location, customers encounter On’s complete product range. The space showcases the brand’s CloudTec® running shoe technology alongside technical apparel and accessories designed for running, outdoor activities, training, tennis, and everyday wear. The store reflects On’s positioning as a premium brand built around functional design and performance innovation.

Operating hours run Monday through Thursday from 10:00 to 23:00, with extended hours Friday through Sunday from 10:00 to midnight, aligning with Dubai’s retail patterns and the mall’s visitor traffic.

On was founded in the Swiss Alps in 2010 with a stated mission to inspire human movement. The brand now operates across more than 80 countries and maintains a digital presence at www.on.com. Its reputation rests on award-winning innovation, including its CloudTec® cushioning technology and LightSpray™ manufacturing process, alongside efforts in circular economy design.

For the runners already gathering weekly on Kite Beach, the question is whether a flagship store can deepen that sense of community or whether it simply gives it a roof. Nine more GCC locations on the horizon suggest On is betting heavily on the answer.