Sports Direct Expands Range with Swiss Brand On to Target Runners

In a significant expansion of its product lineup, Sports Direct has introduced the Swiss sportswear and footwear brand On into its stores, a move orchestrated by the Frasers Group to appeal to a broader segment of running enthusiasts.

This collaboration will see On’s innovative products featured in select Sports Direct flagship stores across the country, with plans for a wider rollout in the coming months.

Frasers Group CEO Michael Murray expressed his enthusiasm about the partnership on LinkedIn, highlighting the impact On has had on the running and sports community. He emphasized that the introduction of On products aligns with Sports Direct’s goal to enhance customer experience by providing top-tier brands, cutting-edge product innovations, and comprehensive experiences tailored to all aspects of consumers’ sports and fitness journeys.

This strategy mirrors a growing trend among retail giants to diversify their offerings by incorporating third-party brands, thereby broadening their appeal and reaching a more diverse consumer base.

For Sports Direct, the decision to stock On products is particularly aimed at catering to runners, reinforcing the retailer’s commitment to this community through initiatives like the global ‘On Track Nights’ running series.