Swiss Sportswear Giant Opens Miami Store

The new in-store experience is designed to reflect the city’s celebrated architecture and the natural beauty of its coastal surroundings.

On, the Swiss sportswear brand, has opened its latest store in Miami. The new store marks the company’s fifth location in the U.S. and represents its continued retail expansion. The store is located in the heart of Miami’s upscale designer precinct and covers 3,229 square feet of retail space. It will feature On’s latest footwear and performance apparel innovations, inviting guests to experience subtle design hues reflecting Miami’s tropical outdoor elements and cultural and artistic heritage.

“Miami connects performance and design like no other city in the world, and blending those two things is core to On’s DNA,” Martin Hoffmann says, Co-CEO and CFO at On. “Our new store will help us create more intimate touchpoints with our athletes and fans in this city, taking their experience with our footwear and apparel to new levels.”

The Miami store’s Magic Wall is a revolutionary retail feature that stands over eight feet tall and offers an immersive experience to customers. It enables shoppers to instantly try On’s latest footwear, thanks to hidden drawers stocked with a full range of sizes. The Magic Wall eliminates the need for customers to wait for their sizes to be fetched, allowing them to engage more meaningfully with On’s knowledgeable store advisors.

The On Miami store has incorporated its latest version of the Alpine boulder, a structure in several On stores worldwide. Each boulder is a 3D-scanned replica of a boulder located in the Swiss Alps, where On’s story began, with details customized to reflect the local culture of each store. To create the boulder in the Miami store, On teamed up with artist Lucas Muñoz Muñoz, who focuses on sustainability. The boulder’s hand-hammered metal contours are coated with the latest automobile chroma flair paint technology, influenced by the art deco and car culture that Miami is renowned for. The installation provides a dynamic and interactive experience as onlookers perceive changing colors while moving around the boulder.

In addition to serving as a dedicated space for community experiences and events, On Miami will host Run Clubs every Wednesday. Guest hosts will be invited to co-lead the group along the most popular routes in the city.

“Our new store in Miami underscores our continued investment in the Americas, which is On’s biggest market and our biggest growth driver globally,” Britt Olsen says, General Manager of the Americas and Head of Global Commercial Strategy. “We’re grateful for the opportunity to grow a new community of On athletes and movers in Miami, and to connect more closely with those who are already fans of our brand. Portland, Austin, Chicago… you’re next!”

On Miami at 125 NE 40th St. is open from 11 a.m. to 7 p.m. Monday through Saturday and from noon to 6 p.m. on Sundays.

Photo credit: ‘On’

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Drew Limsky

Drew Limsky



Drew Limsky joined Lifestyle Media Group in August 2020 as Editor-in-Chief of South Florida Business & Wealth. His first issue of SFBW, October 2020, heralded a reimagined structure, with new content categories and a slew of fresh visual themes. “As sort of a cross between Forbes and Robb Report, with a dash of GQ and Vogue,” Limsky says, “SFBW reflects South Florida’s increasingly sophisticated and dynamic business and cultural landscape.”

Limsky, an avid traveler, swimmer and film buff who holds a law degree and Ph.D. from New York University, likes to say, “I’m a doctor, but I can’t operate—except on your brand.” He wrote his dissertation on the nonfiction work of Joan Didion. Prior to that, Limsky received his B.A. in English, summa cum laude, from Emory University and earned his M.A. in literature at American University in connection with a Masters Scholar Award fellowship.

Limsky came to SFBW at the apex of a storied career in journalism and publishing that includes six previous lead editorial roles, including for some of the world’s best-known brands. He served as global editor-in-chief of Lexus magazine, founding editor-in-chief of custom lifestyle magazines for Cadillac and Holland America Line, and was the founding editor-in-chief of Modern Luxury Interiors South Florida. He also was the executive editor for B2B magazines for Acura and Honda Financial Services, and he served as travel editor for Conde Nast. Magazines under Limsky’s editorship have garnered more than 75 industry awards.

He has also written for many of the country’s top newspapers and magazines, including The New York Times, Washington Post, Los Angeles Times, Miami Herald, Boston Globe, USA Today, Worth, Robb Report, Afar, Time Out New York, National Geographic Traveler, Men’s Journal, Ritz-Carlton, Elite Traveler, Florida Design, Metropolis and Architectural Digest Mexico. His other clients have included Four Seasons, Acqualina Resort & Residences, Yahoo!, American Airlines, Wynn, Douglas Elliman and Corcoran. As an adjunct assistant professor, Limsky has taught journalism, film and creative writing at the City University of New York, Pace University, American University and other colleges.