Swiss performance sportswear brand On has made a statement signing at the very top of global athletics, announcing the addition of Moroccan steeplechase superstar Soufiane El Bakkali to its elite roster of world-class athletes.
Few athletes in modern track and field command the respect and aura that El Bakkali brings to the 3,000m steeplechase. The reigning Olympic and world champion has not merely won titles — he has reshaped the competitive landscape of one of athletics’ most demanding events, breaking barriers that once seemed immovable.
El Bakkali’s ascent to dominance is a story defined by persistence and historic disruption. Early in his international career, the Moroccan star repeatedly found himself agonisingly close to glory, finishing fourth at major championships and narrowly missing the podium. Those near-misses only sharpened his resolve.
At the Tokyo 2020 Olympic Games, he delivered one of the most significant moments in distance-running history, becoming the first non-Kenyan-born athlete to win Olympic gold in the 3,000m steeplechase since 1980, ending four decades of Kenyan supremacy.
That breakthrough was no one-off. El Bakkali has since elevated himself into truly rare territory. He claimed back-to-back World Championship titles in 2022 and 2023, before producing another masterclass at the Paris 2024 Olympic Games, where he successfully defended his Olympic crown. In doing so, he became only the second athlete in history, after Finland’s Iso Hollo in 1932, to win two consecutive Olympic gold medals in the men’s steeplechase — an achievement that underlines his extraordinary consistency, tactical brilliance, and physical resilience in one of track’s most punishing races.
Now, the 28-year-old icon embarks on a new chapter with On, a brand that has rapidly established itself as a major force in elite running. The partnership represents a meeting of excellence, innovation, and ambition.
“We are thrilled to welcome Soufiane to the On family,” said Niklas Bühner, Athlete Manager at On. “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.”
For El Bakkali, the decision was driven by shared vision and long-term ambition.
“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,” he said. “I hope to shine alongside them because I aspire to achieve even more in the future.”
The signing comes in the aftermath of a thrilling showdown at the 2025 World Championships in Tokyo, where El Bakkali engaged in a dramatic duel with On athlete Geordie Beamish. The race was decided in the final ten meters, with El Bakkali taking silver just 0.07 seconds behind Beamish in one of the closest finishes in championship history.
With El Bakkali now joining the brand, On unites former rivals under one banner, strengthening what is already the most formidable steeplechase roster in the sport. The Swiss brand’s stable now includes Ryuji Miura, Getnet Wale, Doris Lemngole, and Gesa Krause, creating an unprecedented concentration of talent across men’s and women’s steeplechasing.
As El Bakkali looks ahead to the next phase of his career, the partnership with On signals more than a sponsorship deal — it marks the alignment of a generational athlete with a brand intent on redefining performance at the highest level. For fans of the steeplechase, the message is clear: the era of Soufiane El Bakkali is far from over, and with On by his side, the future promises even more unforgettable moments.