© On
Olympic 3000m Steeplechase Champion Soufiane El Bakkali Signs with On
After firmly establishing its credibility on the road and marathon scene over the past few years, Swiss brand On is accelerating in another key performance arena: the track. With the arrival of Soufiane El Bakkali, On secures one of the most dominant athletes in today’s global athletics landscape. A double Olympic champion and double world champion in the 3000m steeplechase, the Moroccan star becomes a flagship figure for the brand and its performance-driven strategy—an emblematic signing with the next Olympic cycle in Los Angeles firmly in sight.
| A major signing in world athletics
Soufiane El Bakkali is no ordinary athlete. For the past five years, he has ruled a discipline historically dominated by Kenyan and East African runners, imposing his own unique style: power, tactical intelligence, and an exceptional ability to deliver when it matters most. His résumé speaks for itself: two world titles (2022, 2023), two Olympic gold medals (2021, 2024), Diamond League victories, consistent excellence at the highest level—and above all, an impressive knack for peaking on the biggest stages.
After a decade with Nike, the Moroccan athlete has chosen a new direction. By joining On, he gives a major boost to the brand’s legitimacy on the track—a realm where performance is uncompromising and where many future road stars are forged. Long seen by some as a secondary player, On is no longer content with supporting promising projects alone. The young Swiss brand is now attracting proven champions at the peak of their careers. With El Bakkali’s signing, On confirms its rapid ascent and growing influence in the world of elite performance.
“We are thrilled to welcome Soufiane to the On family. Soufiane is a phenomenal athlete with a passion for excellence that perfectly aligns with our brand values. His dedication and success on the track are an inspiration, and we look forward to supporting him as he continues to compete at the highest level and to collaborate with him on product development.”
Niklas Bühner, Athlete Manager at On.
| Performance and ambition at the heart of the partnership
This collaboration is built on a shared vision of performance. From On’s perspective, the objective is clear: to develop ever more innovative products, designed with and for athletes, in a relentless pursuit of performance. On’s flagship track products include the Cloudspike Amplius 2 and Cloudspike Citius 2—spikes engineered for elite competition. El Bakkali will bring his steeplechase expertise to the table, a technically demanding discipline where footwear must combine lightness, stability, responsiveness, and precise footing to clear barriers efficiently.
For the athlete, this partnership comes at a pivotal moment in his career. After the disappointment of the Tokyo World Championships—where he narrowly missed victory by just 0.07 seconds—the Moroccan star is determined to reclaim his dominance. With On by his side, he is already dreaming of a historic Olympic hat-trick at the Los Angeles 2028 Olympics.
“I chose On because I see a bright future with them, especially after our first conversation with their team about the goals and the project. I hope to shine alongside them because I aspire to achieve even more in the future.”
Soufiane El Bakkali
| A strong signal to the track world—and to running as a whole
This signing goes far beyond steeplechase alone. It sends a clear message: On intends to be a long-term force in elite athletics—not only on the road, but also on the track, where pure performance is expressed without compromise.
In recent years, the brand has been structuring its professional ecosystem: three On Athletics Club (OAC) teams around the world, dedicated training hubs, and the development of spikes and discipline-specific footwear. The ambition is unmistakable: to become a global reference in running performance, across all disciplines.
The arrival of Soufiane El Bakkali fits perfectly into this trajectory. It strengthens the brand’s credibility with:
➜ Elite and sub-elite athletes
➜ Athletics enthusiasts
➜ The broader running community, increasingly sensitive to performance-driven innovation
| On targets the very highest level
On already counted strong athletes in its roster, including Geordie Beamish, reigning world champion in the steeplechase. But until recently, the brand was primarily associated with road running and lifestyle. Today, On takes a decisive step forward. By attracting an athlete of El Bakkali’s caliber at the peak of his career, the brand proves it has become a major player in sport—backed by a project ambitious, credible, and compelling enough to convince the very best.
Signings of this magnitude are never just about contracts, and certainly not about chance. They are strong indicators of technical credibility, long-term vision, and the ability to support performance at the highest level.
With Soufiane El Bakkali, On is not merely signing a champion—it is asserting an ambition: to exist where performance is at its purest, most demanding, and most visible. For the Swiss brand, this marks another step in its rise. For the athlete, it opens a new chapter fueled by a hunger for medals and a passion for innovation. With Los Angeles 2028 on the horizon, this partnership has everything it takes to become a success—for both Soufiane El Bakkali and On. Visibility, performance, ambition… and perhaps one day, a world record. In elite sport, all dreams are allowed.
✔ Discover the full On range at www.on.com.
Clément LABORIEUX
Journalist