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Filipino runners and movement enthusiasts will soon have a new way to shop one of the world’s fastest-growing premium sportswear brands, as On officially launches its flagship store exclusively on LazMall Philippines, alongside LazMall Thailand, marking a significant milestone in the brand’s Southeast Asian eCommerce expansion.
The launch also marks a major milestone for both brands, with Lazada becoming the first marketplace platform in Southeast Asia to launch an official On flagship store. For the Philippines, the launch brings On’s Swiss-engineered approach to performance and movement together with Lazada’s established eCommerce ecosystem, giving Filipino consumers a trusted digital destination to discover and shop the brand through an official LazMall flagship store.
The partnership also reflects the growing role of eCommerce platforms in how global brands build their presence in Southeast Asia. For On, Lazada provides a platform to reach and engage consumers at scale in two important regional markets while retaining a strong official brand presence on its trusted shopping environment. For Lazada, the launch further strengthens LazMall as a destination where consumers can discover sought-after global brands and access authentic products directly from official brand stores.
“This partnership is a significant milestone not only for Lazada Philippines, but for the region’s eCommerce landscape,” said Carlos Barrera, CEO at Lazada Philippines. “On is a globally recognized brand with a strong and growing community of runners and movement enthusiasts. We are proud to be the first marketplace platform in Southeast Asia to launch an official On flagship store and to make the brand’s products more accessible to Filipino consumers through LazMall.”
The On Official Flagship Store will initially introduce a curated selection of essential running and training footwear and accessories, giving consumers an accessible introduction to the brand and its approach to performance and movement. Among the products planned for the launch assortment are the Cloudmonster, Cloudrunner and Cloudsurfer running franchises, alongside other training and lifestyle models.
As the partnership develops, the assortment will expand throughout 2027 to include more of On’s performance and everyday footwear innovations, offering products designed for different movement needs, from everyday and long-distance running to performance training and all-day wear.
This phased approach allows Filipino consumers to discover the brand through Lazada today while creating opportunities to explore a broader range of On products as their running, training and everyday movement needs evolve.
“The Philippines is an exciting market for On, and we see strong potential to connect with more consumers through Lazada’s digital ecosystem,” said Rebecca Cai, Chief Global Markets Officer at On. “This partnership gives consumers another convenient way to discover On and experience our products, while allowing us to build a deeper connection with the local movement community.”
Visit the On Official Flagship Store only on LazMall Philippines https://www.lazada.com.ph/shop/on.
