In a novel partnership between a running brand and a trendy retailer, On is now partnering on an in-store activation with Fred Segal, including a monthly-rotating experiential laboratory at the chain’s flagship location on Sunset Blvd. in West Hollywood, CA.

The experiential laboratory will showcase the movement, textiles, sustainability, and versatility central to On’s collection. An On in-store shop will also be available at Fred Segal Malibu, CA.

“We are thrilled to partner with Fred Segal, a brand we’ve long admired with deep and historic roots in the city of LA,” says On co-founder David Allemann. “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, he adds. “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. The talented team at On has executed all of that and so much more,” adds Brian Nyilas, VP–men’s merchandising at Fred Segal. “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.”