On launches first experiential lab at fred segal sunset

by Stephen Garner

On is teaming up with Fred Segal for an “immersive consumer experience” launching at its Sunset Boulevard flagship in Los Angeles this week. In line with On’s “Performance All Day” mantra, the activation features a unique mix of the best performance products across outdoor, running, and lifestyle categories.

The activation highlights a deeper relationship between Fred Segal and On moving forward as the Swiss performance brand is now also available at the retailer’s Malibu location in addition to its already prominent presence at Fred Segal Sunset, as well as opportunities for future collaborations as the retailer continues to expand globally.

The On experiential laboratory will rotate each month with a fresh visual story coinciding with On’s latest product releases. Each story will dive deeper into the heart of the brand showcasing the movement, textiles, sustainability, and versatility central to On’s collection. Products to be spotlighted in the dynamic environment include the Cloudnova and the Swiss Legacy Jacket.

“We are thrilled to partner with Fred Segal, a brand we’ve long admired with deep and historic roots in the city of L.A.,” said David Allemann, co-founder of On. “As a young, Swiss brand, we are so excited at the opportunity to engage with a new community through the intersection of running and style. The space itself was designed for that purpose in mind; to showcase the next generation of design through a ‘research and innovation lab’ concept. Highlighting stories that convey movement, sustainability, product innovation, and design, the space will feature our most premium product across running, outdoor, and all-day performance.”

“Precision engineering, cutting edge style, and a feeling of new excitement rarely all come in one box,” added Brian Nyilas, vice president of men’s merchandising at Fred Segal. “The talented team at On has executed all of that and so much more. Categorical silhouettes that aren’t limitedly married to their assigned activity; performance all day is an understatement.  When the opportunity arose for Fred Segal to tell this rich narrative and act as stewards to share the entire breadth On offers, we were eagerly obliged.  There is no detail spared while maintaining a true sense of playfulness and diversity; pillars of our own personal ethos.  I am excited for this launch and future collaborations to come.”