# Sportswear Retail Expansions On Opened Its First UAE Store in Dubai By Adam Harrie | Published 2026-07-24 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/uae-store References: [press.on-running](https://press.on-running.com/on-opens-first-store-in-the-united-arab-emirates-at-dubais-mall-of-the-emirates)  On opened its first UAE store at the Mall of the Emirates in Dubai, marking the brand's third retail location across the Gulf Cooperation Council region following openings in Riyadh and Kuwait. The 265-square-meter store showcases On's full innovation portfolio, including [CloudTec](https://www.trendhunter.com/trends/run-on-clouds) running shoes and technical apparel for running, outdoor activities, training, tennis and everyday wear. The opening was celebrated with 'The Moment,' an exclusive VIP preview followed by a public launch featuring a live DJ. The celebration continued the next day with a [community run](https://www.trendhunter.com/trends/london-marathon-popup) that brought together On ambassadors and local movement enthusiasts. On plans to add nine more GCC retail locations over the next two years, building on its partnership with Mizzen, part of Seddiqi Holding, which has represented the brand across the region since 2024. On shows how pairing physical retail openings with authentic community programming, including run clubs, can deepen local brand loyalty. Image Credit: On ## Trend Insights (Trend Hunter) - Score: 8.1/10 - Popularity: 81% | Activity: 78% | Freshness: 84% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Why This Trend Is Growing - **Community-led Retail:** Sportswear brands are blending store launches with run clubs, ambassador events and local gatherings to turn retail spaces into loyalty-building community hubs. - **Premium Performance Flagships:** Expansion into high-traffic luxury malls creates room for immersive product storytelling around advanced footwear, technical apparel and sport-specific innovation. - **GCC Fitness Localization:** Global athletic brands are tailoring growth strategies to Gulf markets through regional partnerships, localized experiences and culturally relevant movement programming. ### Industries Being Reshaped - **Sportswear:** Performance apparel and footwear companies can differentiate through experiential retail models that connect product innovation with everyday fitness communities. - **Retail:** Mall-based stores are evolving into engagement platforms where entertainment, events and social participation reinforce consumer affinity beyond transactions. - **Health and Wellness:** The rise of branded community runs and movement events reflects a broader commercial opening around active lifestyles, social fitness and preventive wellbeing. ## Related on Trend Hunter - [Sportswear Innovation Summits](https://www.trendhunter.com/trends/run-on-clouds.md) - [Co-Branded Performance Running Sneakers](https://www.trendhunter.com/trends/kith-on-running-collaboration.md) - [Running Footwear Showrooms](https://www.trendhunter.com/trends/brooks-springsummer-2027.md) - [Experiential Running Shoe Shops](https://www.trendhunter.com/trends/sportsshoes.md) - [Sports Lifestyle Retail](https://www.trendhunter.com/trends/Sports-lifestyle-retail.md) - [Italian Fashion Flagship Stores](https://www.trendhunter.com/trends/italian-fashion.md) - [Sales Record-Breaking Store Openings](https://www.trendhunter.com/trends/squatwolf.md) - [Immersive Minimalist Undergarment Retailers](https://www.trendhunter.com/trends/skims-store.md) - [Curved Wall Sportswear Flagships](https://www.trendhunter.com/trends/seongsu-district.md)