Exciting news for fashion and sports enthusiasts alike: on’s inaugural store in Italy has officially opened its doors on the prestigious Corso Vittorio Emanuele II in Milan’s historic center. Recently shared on social media, the new store spans over 400 square meters across two floors, this new space is set to redefine the shopping experience by offering a diverse range of products, from running and training gear to tennis apparel and lifestyle pieces.
A Modern Milestone in Milan
The store’s location in Milan, a city renowned for its rich cultural heritage and architectural beauty, is nothing short of iconic. Nestled in the heart of Milan’s historical district, the space pays homage to the city’s architectural duality, blending elements of modernist and brutalist design. This fusion creates a striking visual contrast against a backdrop of a distinctive clay wall that not only adds an aesthetic touch but also connects to the surrounding green belt—a popular route for Milan’s dedicated runners.
Innovative Design Meets Community Engagement
True to commitment to creating dynamic retail spaces, the store employs signature modular system design. This approach allows for a constantly evolving shopping environment, ensuring that visitors will always encounter something new with each visit. The modular design reflects our brand’s adaptability and innovation, while also catering to the diverse needs of our customers.
One of the standout features of the store is its integration into the local community. Inspired by the modernist and brutalist architecture prevalent in Milan, the design details are both contemporary and reflective of the city’s unique character. The distinctive clay wall serves as a nod to Milan’s green belt, enhancing the store’s connection to the city’s natural landscape and its active lifestyle.
An Italian Experience
In keeping with Milan’s tradition of stylish living, the store features its own piazza—an inviting space for social interaction and community engagement. This piazza is more than just a design element; it’s a vibrant area where visitors can gather, relax, and connect with others. It embodies the essence of Italian social life and offers a place for customers to engage with our brand beyond the shopping experience.
The piazza also serves as a venue for various activations, including our run club, where local runners can meet, train, and share their passion for fitness. With upcoming events and community-driven activities on the horizon, the store promises to be a hub of excitement and engagement for both Milan’s residents and visitors.
