Swiss sportswear brand On has announced the signing of Moroccan steeplechase icon Soufiane El Bakkali to its roster of world-class athletes.
El Bakkali has established himself as the most dominant steeplechase runner of his generation. His rise to the top of the sporting world is a story of persistence and historic disruption.
After narrow fourth-place finishes early in his career, he famously broke a 40-year era of singular dominance at the Tokyo 2020 Games, becoming the first non-Kenyan-born athlete to win the Olympic 3,000m steeplechase since 1980.
He has since cemented his legacy as a generational talent, securing back-to-back World Championship golds in 2022 and 2023, and successfully defending his Olympic crown at the Paris 2024 Games.
This victory marks a historic moment, making Soufiane El Bakkali only the second athlete in history, since Finland’s Iso Hollo in 1932, to win two consecutive Olympic gold medals in the 3,000m steeplechase – a testament to his remarkable dominance in a notoriously difficult event.
“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.”
“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,” said Soufiane. “I hope to shine alongside them because I aspire to achieve even more in the future.”
The move to On follows an intense battle at the 2025 World Championships in Tokyo. In a dramatic finish that came down to the final ten metres, El Bakkali took the silver medal, finishing just 0.07 seconds behind On athlete Geordie Beamish.
By signing El Bakkali, On officially unites these two rivals along with a dominant force of steeplechasers already under contract with the brand, including the likes of Ryuji Miura, Getnet Wale, Doris Lemngole, and Gesa Krause.
