Why it matters
Skepticism around doping is rising in elite running and triathlon. Swiss running brand On is stepping into the void—not with tech or gear, but with direct investment in anti-doping systems, signaling a shift in how sponsors engage with performance integrity.
What’s happening
On has announced formal partnerships with the International Testing Agency (ITA) and the Athletics Integrity Unit (AIU). This move expands access to independent anti-doping testing and education for On-sponsored athletes.
- The initiative is part of On’s broader “Athlete Compass” program, aimed at supporting athlete wellbeing, ethics, and confidence in competition.
- Through the AIU, On is directly funding six athletes into the World Athletics Registered Testing Pool (RTP)—a first-of-its-kind sponsorship move, approved by the World Anti-Doping Agency (WADA).
“This new initiative allows sponsors to ensure that their key athletes are subject to the most rigorous testing standards possible,” said AIU head Brett Clothier.
The bigger picture
Unlike other major brands—such as Nike, Adidas, and ASICS—which have contributed to pooled integrity programs, On’s funding directly increases the number of athletes being tested. That distinction adds transparency, expands oversight, and could rebuild public trust in performances.
- The AIU has reported a wave of doping violations, including bans for nearly 100 elite Kenyan runners since 2022, highlighting a widespread credibility issue in distance running.
Beyond track: Triathlon, too
On’s ITA partnership also covers sponsored triathletes, expanding their inclusion in regular anti-doping testing through a collaboration with World Triathlon.
- The deal includes not just testing, but access to ITA’s athlete education programs, reinforcing the ethical framework of the Athlete Compass.
“On’s partnership with the ITA reflects a shared commitment to fostering a clean and fair sporting environment,” said ITA Director General Benjamin Cohen.
Zoom out
Elite endurance sport is in a paradox: performance is peaking—records falling, innovation booming—while fan trust is eroding. Each record is met with suspicion, every standout performance viewed through a lens of doubt.
- On’s approach doesn’t claim to solve doping, but it injects accountability and proactive oversight into the sponsorship landscape—long dominated by results-focused deals.
“We aim to empower our athletes to compete with complete confidence,” said Flavio Calligaris, On’s senior director of athlete strategy.
What’s next
This could set a precedent for sponsor accountability in sport. Rather than just aligning with elite talent, brands may increasingly be expected to invest in the systems that ensure fair play.
