Similarly to the brand’s existing retail locations, the store features localized details tailored to the vibrant culture of Williamsburg. In particular, the store’s exterior features a black-painted brick facade, to integrate into the neighborhood’s understated surroundings, while inside the store, the walls are painted blue and feature 25-foot-high blue mirrors, for an expansive feel that symbolizes the limitless possibilities New York offers. 

Lastly, at the heart of the store is an immersive shopping experience lead by the Magic

“Across everything we do at On, we’re guided by our mission to ignite the human spirit through movement,” said Martin Hoffmann, co-CEO and CFO at On. 

“Our company was founded on this ethos, and it’s why we’re so energized about connecting with the Williamsburg community. This store is about so much more than product or a place to shop; it’s about creating meaningful experiences that inspire people to move.”

The On Williamsburg opening comes as the company experiences record-breaking growth and unprecedented consumer demand.

It marks the brand’s fourth retail location in the U.S. and its 23rd store globally. Looking ahead, openings are planned in Miami, Chicago, Austin and Portland. 

“We’re experiencing incredible momentum and reaching more people than ever before – more runners of all levels, outdoor adventurers and everyday movers,” said Britt Olsen

“As On grows, we want to be intentional about building authentic, long-lasting relationships with our communities across North America and around the world. Our new store in Williamsburg is an exciting milestone in our growth journey and one that gives us an opportunity to meet new and existing fans in a space welcome to all.”