On celebrated the finale of its “On Squad Race” initiative – a relay race competition between teams from France, Italy and Spain – in Barcelona at the end of May. FashionUnited was there. The event offered a clear insight into the Zurich-based sports brand’s Spanish strategy.
In just over 15 years, On has developed into serious competition for top dogs like Nike and Adidas. This rise is remarkable. But this also increases the risk of failing in your own success – a phenomenon that is well known in the fashion industry. On counters this risk with a clearly defined strategy that applies globally and is implemented locally in the respective markets.
Community as a core strategy
The connecting element of all On activities is the connection to the running community. The “On Squad Race” is a clear example of this: teams of four represent their local running communities and compete against each other. The final in Barcelona – held at Montjuïc Castle – was won by the French team Jolie Foulée ahead of the Spanish teams No Breaks Squad and Apalarun. As winners, the French qualify for the global final in Los Angeles.
“The ‘On Squad Race’ is a global promotional series with a strong focus on the running community,” explains Antonio Melero, marketing director for Southern Europe, Middle East and Africa at On. The initiative deliberately aims to bring runners together without traditional brand collaborations. “We wanted them to bond together simply for the joy of the activity.” At the same time, On uses the phenomenon of “run cruises” – organized running meetings with a social component – to reach a younger target group and, as a premium brand, offer them an experience that differs from classic competition.
In Spain, On focuses this community work on Madrid and Barcelona.
Premium without discounts
Central to On’s Spanish strategy is consistent positioning as a premium brand – even in a price-driven market. “We won’t deviate a millimeter from that. That means giving up a large part of the available sales channels,” says Melero.
The result is nevertheless convincing. Even with a strict no-discount policy and selective distribution control, the Spanish market reacts positively. “That was one of the big unknowns – fortunately it’s going very well.”
Second store in Madrid
In November 2025, On opened its first Spanish store at Calle de Serrano 17 in Madrid – in the heart of the posh district of Salamanca, in keeping with its premium focus. The next step is a flagship store in Barcelona, the first of its kind in Spain. The location is fixed: Paseo de Gracia. “We will take the step as soon as we have found the right property. The decision has been made,” says Melero.
For On, Barcelona is one of the global “key cities” – along with Milan, Paris, London and Berlin. The brand has invested there organically over the past three years, including by sponsoring the last two Barcelona Marathons. The lack of our own store is solely due to logistical reasons.
At the same time, On is planning a second store in Madrid. Business there is going “just as well as in Barcelona, where we haven’t invested at all yet,” says Melero. The second Madrid store is intended to complement the existing smaller “chapter” format – in an experiential but different format from the flagship concept.
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