Swiss performance brand On has launched its first professional sprint team, OAC Sprint. This new elite squad aims to compete on the world's biggest athletic stages. The team is designed to engage a young and diverse global audience.
The launch marks a significant expansion for On's athletics program. It builds on the success of its existing On Athletics Club (OAC) for distance runners. This 'team-first' philosophy focuses on collaboration to push athletic boundaries. On uses these elite insights to develop better performance technology for its customers. The OAC Sprint team will now make its mark in short-distance track events.
OAC Sprint operates from Los Angeles, a hub for sports and global culture. The city will host the 2028 Olympic Games. Coach John Bolton will lead the team. He has a strong track record in developing top talent. Bolton previously coached at the University of Southern California. He guided athletes to Olympic podiums and World Championship finals. His expertise is crucial for OAC Sprint's success in 2024 and beyond.
Ghanaian Olympian Benjamin Azamati is a key member of the new team. He is a two-time African Games medalist. Azamati has reunited with his former coach, John Bolton. He holds a personal best of 9.90 seconds in the 100m. He has also competed in multiple World Championships and the Tokyo 2020 Olympics. His participation highlights On's global talent acquisition strategy.
The team also includes standout American collegiate athletes. Samirah Moody is the reigning NCAA 100m champion. Her personal best is 10.93 seconds. Max Thomas, the NCAA 100m runner-up, also joins. He has a personal best of 9.90 seconds. Johnny Brackins, a six-time NCAA All-American, adds depth in hurdles and long jump. His 400m hurdles personal best is 49.04 seconds.
On Founder Olivier Bernhard stated that sprinting represents human potential's ultimate expression. He believes the OAC Sprint team will inspire a new generation of athletes. The team's mission extends beyond winning medals. It aims to shape the culture of the sport. This investment is expected to boost On's brand recognition and drive sales of its performance footwear and apparel. The company forecasts increased market share in the competitive athletic wear industry.
The formation of OAC Sprint reflects a broader trend in sports marketing. Brands are increasingly investing in direct athlete management and team creation. This allows them to control the narrative around their products. It also provides opportunities for innovative product development tied to elite performance. The team's performance at major events like the Diamond League and World Championships will be closely watched by competitors and investors.