Conor Stack
Aug 10, 20203 min
OnRunning has recently announced the signings of multiple former collegiate distance running stars. The new roster includes Colorado’s Joe Klecker, Wisconsin’s Oliver Hoare, Arizona’s Carlos Villarreal and Northern Arizona's Geordie Beamish on the men's side.
On the women's side, Wisconsin's Alicia Monson will headline the group alongside 2015 Michigan State graduate Leah Falland (formerly O'Connor), 2016 Hillsdale graduate Emily Oren and 2019 Western Colorado graduate Alicja Konieczek.
Based out of Boulder, Colorado, the training group will be called the “On Athletics Club” (OAC) and will be coached by American distance legend Dathan Ritzinhein. In a sponsorship industry dominated by the likes of Nike, Adidas, Hoka One One, New Balance, Brooks, and others, these signings are a huge move for the lesser-known, Swiss-based running brand.
Founded in 2010, the relatively young OnRunning brand had not made a serious push into the American distance running scene until this year. The introduction of Steve DeKoker -- the former head of sports marketing at Brooks -- has been a major force behind the recent surge in star-athlete signings for OnRunning.
And the attention that the brand has received so far, at least from the perspective of a fan, appears to be well-worth the investment.
Based in Switzerland, OnRunning (sometimes known as "On") has corralled a handful of elite athletes across a variety of sports such as the ultramarathon and triathlon, Nordic skiing, and cycling. They also recently signed Jacob Riley, the underdog American who shocked the running world when he finished 2nd at this past February’s U.S. Olympic Marathon Trials. But Riley was only the first step
“(It was) a light at the end of the tunnel. I didn’t want to pass up the opportunity to train with Joe [Klecker] and Olli [Hoare].” said Villarreal, who couldn't reveal the full roster when we initially spoke to him.
Villarreal, a former Arizona runner who boasts a 3:37 1500 meter PR, also noted his excitement about each athlete getting to represent their own respective countries on the world and Olympic stages. Villarreal will represent Mexico while Oliver Hoare will represent Australia. Geordie Beamish will represent New Zealand, Konieczek will represent Poland and the rest of the group is expected to represent the United States.
The strategy is a unique one with OnRunning asserting themselves as major players in the American distance running scene while also reaching into multiple international markets as well.
With certain business strategies, marketing plans, and racing/training schedules either being put on hold or changed significantly due to the ongoing Coronavirus, running brands throughout the country has been slow to sign to athletes despite their incredible talent.
However, one could argue that the lull in signings has only benefitted OnRunning. A quiet summer of professional contract negotiations has seemingly amplified newfound interest into On's loud entry of the American distance running community.
But On has begun to force their way into the market not just through signing popular distance runners, but through their product development as well.
Basing their shoe technology around a "CloudTec" rubber that is designed to feel like one is "running on clouds", On has set themselves apart in the running shoe industry and has paved their own pathway for standard running shoes. In today’s rapidly changing market, the only way to separate from the rest is to try something totally new, a facet of business strongly and successfully practiced by the On team.
“I tried on four different pairs of On shoes, and they all felt great” said Villarreal.
“They're building products for pros. I loved the shoes” said Hoare who also spoke to The Stride Report.
Both men were especially excited about the ability for On to offer a completely fresh brand and initiative to their athletes and to give them the capability to “pave a new road.” It's an incentive that we've seen before with other star athletes before. Edward Cheserek to Sketchers or Justyn Knight to Reebok are just a few examples.
The ability for an athlete to be the face of the brand is a novelty not so common among other, more established corporations that already have an illustrious and established list of athletes and representatives.
Hoare spoke of his elation about building the On brand in Boulder and establishing the brand jointly. “It’s a great situation in Boulder and it's exciting to be coached by Dathan. It's exciting to make a place for On in Boulder and to establish the group in the elite running community.”
Nothing is ever guaranteed on the professional circuit, but it seems safe to say that the country's newest training group has a very promising future ahead of them...