On Turbocharges PH Growth with SSI Partnership

On has been available in the Philippines for nearly a decade, but expect hyperfast growth in the coming months as the company has announced its official partnership with luxury retailer SSI Group Inc.

In a news release, listed SSI said the Swiss sportswear brand has been appointed On’s official wholesale and retail distributor in the Philippines. The partnership will see SSI open the country’s first dedicated On stores under its distribution agreement and manage wholesale distribution through On’s third-party network. In effect, the deal formalizes and consolidates the brand’s presence in a market where Filipino runners and sneaker enthusiasts have already been buying On products for years.

On was already available through local retailers as early as 2017, when authorized sellers included Secondwind, Planet Sports, Dan’s, Total Sports, Podium Multisport, and Sprint Multisport Shop. By 2024, the brand had standalone locations in SM Aura, SM North EDSA, and Alabang Town Center, alongside availability at retailers including Foot Locker, Dan’s, Atmos, R.O.X., Sole Academy, and others.

The partnership with SSI comes at a particularly strong moment for the company globally. On reported CHF3.014 billion in net sales for 2025, its first year above the CHF3-billion mark and a 30 percent increase from the previous year. Net income was CHF203.7 million, while adjusted EBITDA rose 46.3 percent to CHF567 million.

The momentum has continued into 2026. For the first six months of the year, On recorded CHF1.682 billion in net sales, up 14 percent year-on-year. Asia-Pacific was its fastest-growing geographic region, with sales increasing 43.7 percent to CHF344.5 million. Wholesale sales grew 9.1 percent to CHF971.5 million, while direct-to-consumer sales rose 21.4 percent to CHF710.7 million.

“We are excited to welcome On to the SSI Group, and to partner with On as it embarks on its next phase of growth in the Philippines.” said Anthony T. Huang, president and CEO of SSI Group, Inc. “On has established itself as one of the most innovative and desirable performance brands in the world. Its unique blend of performance-focused Swiss engineering, cutting-edge technology, and contemporary design resonates strongly with today's consumers who seek both performance and style. We look forward to strengthening the presence of this exceptional brand and are confident it will inspire a new generation of runners, athletes, and active lifestyle enthusiasts.”

Founded in Switzerland in 2010 by former professional athlete Olivier Bernhard and entrepreneurs David Allemann and Caspar Coppetti, On was built around the simple idea of creating a running shoe that would deliver a different sensation underfoot. Its signature CloudTec cushioning system, which uses distinctive hollow “cloud” elements in the sole, became central to the brand’s identity.

The company grew quickly from its roots in performance running, expanding into training, outdoor, tennis, apparel, and lifestyle. It went public on the New York Stock Exchange in 2021, and its annual sales have climbed from CHF267 million in 2019 to more than CHF3 billion in 2025.

SSI, meanwhile, is one of the country’s largest specialty retailers, with a portfolio spanning luxury fashion, beauty, footwear, sportswear, and restaurants. Its brands include some of the world’s most recognizable premium names, making On a natural addition as it pushes further into the premium performance and lifestyle market. SSI reported P30.9 billion in gross revenue in 2025.

SSI says more details on the first store openings, product availability, and launch activities will be announced in the coming months.