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On footwear and apparel will be available from eight Sports Direct stores, as the retailer promotes its Running Starts Here programme.

The Swiss performance brand can be found at Sports Direct flagships in London, Birmingham, Manchester and its brand new Cardiff location, opening on Friday 23 February.

The flagship kickoff will also see On arriving in Sports Direct’s Leicester, Norwich, Gateshead & Belfast stores, with the popular sportswear brand landing at other key locations across the Sports Direct retail and online estate by the end of the year.

On has gained industry recognition and consumer popularity in recent years for its innovative technology, performance focused products and sustainable initiatives – with its arrival supporting Sports Direct’s ongoing elevation strategy across Europe.

The introduction of On is also designed to strengthen Sports Direct’s Running Starts Here initiative, which aims to support all consumers, no matter where they are on their running journey.

“There are very few brands that have captured the attention of the running community and sports industry quite like On has and, with this launch, we’re excited to continue to offer consumers the very best brands, product innovations, and experiences for every part of their sports and fitness journey,” said Michael Murray, Frasers Group CEO.

This latest brand introduction at Sports Direct is part of the retailers growth from sports store to multi-retailer giant. It owns everything from department stores House of Fraser and Flannels to preppy fashion brand Jack Wills and computer game retailer Game. It also owns sports brands such as Karrimor, Kangol, Slazenger and Lonsdale.

Primarily considered a sports retailer, the company straddles the market for sportswear and fashion, being a go to store for both street fashion shoppers on a budget and those looking for sportswear for doing actual sport in.


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