Swiss running brand On is expanding its presence in Israel through a new strategic partnership with The Active Division, a company founded by Union Group and Super-Pharm. Beginning in January 2027, the partnership will oversee all of the brand’s local operations, including import, distribution, marketing, and sales across footwear, apparel, and accessories.

The expansion will also include the opening of On’s first flagship store in Israel, planned for the spring-summer 2027 season. Until now, the brand has been available only through select retail locations, but the dedicated store signals a deeper, long-term commitment to the Israeli market.

Founded in the Swiss Alps in 2010, On has grown rapidly and now operates in more than 80 countries. Known for its distinctive design and performance technologies, the brand has become a global favorite among runners and lifestyle consumers alike, and its latest move underscores Israel’s growing importance in its international strategy.