On partners with Italy’s athletics federation and unveils the Azzurri’s 2026 kit

A few weeks ago, we reported on Soufiane El Bakkali signing with On. The Swiss brand was making it clear that it no longer wanted simply to exist in the running world, but to have a real influence on global athletics. Now it is stepping things up with the official announcement of its partnership with FIDAL, the Italian athletics federation, and the launch of the Azzurri’s new 2026 competition kit. The collection is superb, true to the refined aesthetic that has become one of On’s greatest strengths.

Global visibility, huge stakes

This kind of partnership is the Holy Grail for a brand. Outfitting a national team of this calibre guarantees a huge presence at the European Championships, the World Championships and, of course, the Olympic Games. Every camera shot, every podium, every viral image on social media: the logo is there. Visible. Associated with performance.

For On, still a young brand compared with the industry’s established giants, it is a colossal boost to credibility and international exposure. And because On never does things by halves, co-founder Olivier Bernhard says the partnership goes beyond straightforward sponsorship: it is a deep commitment to Italian athletics culture and the next generation.

Our partnership with FIDAL represents a deep commitment to Italy’s passion for athletics and marks the beginning of a decisive new chapter for On on the global stage. This is not simply a sponsorship; it is a commitment to developing the next generation of talent and connecting with Italy’s most passionate sporting communities.
Olivier Bernhard, Co-founder of On

A 2026 kit blending Italian tradition with Swiss innovation

The official launch of the 2026 kit in Milan marks a symbolic milestone and formalises the partnership. The design combines the iconic Savoy blue, a historic colour associated with the unification of Italy in 1861, with a modern visual concept called “Mysterious Beauty”. The famous “Warp Dots”, inspired by marine bioluminescence, represent a powerful idea: shining brightest when the pressure is at its peak. As usual with On, the result looks fantastic.

Technically, it stays true to On’s DNA:
✔ Ultralight fabrics
✔ Laser-cut detailing
✔ Optimised aerodynamics
✔ Maximum thermoregulation

Beyond the racing kit, the Swiss brand is supplying a complete range for athletes: competition apparel, ceremony and travel collections, plus kit for federation staff and volunteers. A unified, coherent and professional identity. On is a major performance brand, but it is also one of the hottest lifestyle brands around right now. For FIDAL, this represents a clear upgrade to the institution’s overall image after a fairly conventional partnership with Mizuno.

We are delighted to welcome On as our new technical partner at such an important moment for Italian athletics. This collaboration is a perfect blend of our deeply rooted passion and a brand at the absolute forefront of innovation. Together, we are giving our athletes the best possible tools to succeed on the world stage while building a lasting legacy for Italy’s entire athletics community.
Stefano Mei, President of FIDAL

Italy, a deep pool of high-potential talent

The partnership comes at a pivotal moment for Italian athletics. It is impossible not to mention Yeman Crippa, a five-time European champion and national record-holder over everything from 3,000 m to the half marathon, a genuine legend in Italy. An On athlete and a leading figure in European middle- and long-distance running, he perfectly embodies this new momentum. And Italy is about more than one athlete. A few months ago, the Italian team won the mixed team event at the European Cross Country Championships in Lagoa, Portugal. Further proof that the depth of talent is very real. On is not partnering with a federation at random. The Italian generation is dynamic and has enormous potential.

A project that goes beyond kit

What makes this partnership especially interesting is its long-term ambition. The focus is not only on today’s medals. The collaboration also covers the U16, U18, U20 and U23 championships, indoor competitions, cross-country championships, club championships and even specialist events such as race walking. In other words, the whole ecosystem of Italian athletics. Above all, the collaboration reaches across every generation and a wide range of disciplines.

The idea is clear: create a legacy. Support athletes throughout their careers. Give young talents access to the same high technological standards as the elite. All these initiatives will naturally strengthen On’s brand and its presence in Italy. This is also where the real difference lies between a straightforward sponsor and a partner helping shape the sport.

After signing major names such as Soufiane El Bakkali, On is taking a major institutional step forward. Partnering with a federation like FIDAL means establishing a lasting presence in the global athletics landscape. It sends a message to other nations, other federations and even other brands. The strategy is clear: performance, innovation, youth and legacy. With Los Angeles on the horizon, we cannot wait to see Italian athletes rise to the occasion in these new colours.

✔ Find the full range of On products at www.on.com.