Zürich-based athletic brand On is expanding its footprint directly at its global headquarters by developing an espresso bar and a museum space, according to recent local planning filings reported by Watson. The project marks a new chapter for the fast-growing sportswear company, which crossed a major financial milestone in 2025 by surpassing 3 billion Swiss francs in annual revenue for the first time in its history.
The company’s sharp commercial ascent is closely tied to the influence of tennis legend and co-owner Roger Federer, who joined the brand as a partner and investor. Federer’s collaboration has helped propel On from a niche running shoe startup into a major global competitor in performance apparel and footwear. The planned museum and espresso bar at the headquarters aim to showcase this rapid evolution to visitors and locals alike in Switzerland.
Local zoning applications submitted in Zürich outline the physical expansion of the company’s corporate campus. While retail flagships and pop-up experiences have long been a hallmark of On’s marketing strategy, embedding a dedicated museum space and café directly into the headquarters underscores a shift toward brand placemaking. Company representatives have not yet announced a formal completion date or public opening schedule for the new facilities.
Financial records released by On highlight the sheer scale of the brand’s recent growth. Crossing the 3 billion franc threshold in 2025 places the company among the most successful sportswear expansions in recent European corporate history. Analysts attribute the surge to international wholesale expansion, direct-to-consumer digital sales, and high-profile product lines developed alongside elite athletes.
The integration of cultural and social spaces at the Zürich campus reflects a broader trend among major athletic brands seeking to turn corporate real estate into community hubs. Competitors such as Nike and Adidas have long used visitor centers and brand museums at their respective headquarters in Beaverton and Herzogenaurach to engage consumers and celebrate corporate milestones. On’s new project brings a similar experiential approach to its Swiss home base.
Stakeholders and local residents await further updates from the company regarding the construction timeline and accessibility of the museum. On is expected to release additional operational details through subsequent corporate filings and official communications as construction permits clear local municipal boards.
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