The UK's biggest sports retailer, Sports Direct, has launched a premium running brand in selected stores.

Footwear and clothing from Swiss brand, On, will be available in the retailer's flagship stores in London, Birmingham, Cardiff and Manchester, as reported by Retail Gazette.

The On range will be rolled out to the rest of the retailer's stores, including Cheltenham, Gloucester Stroud and Cirencester, by the end of the year.

Frasers Group, which owns Sports Direct, said the partnership is a significant step in enhancing customer experience and offering choice across some of the biggest global brands.

On said the partnership is a 'pivotal moment', in which its innovative running gear will meet a community of sports enthusiasts, encouraging participation in sport.