On, the buzzy Swiss running brand, has snagged three of the world’s top triathletes to affix its ambassador roster.

Olympic Champion Kristian Blummenfelt, reigning Ironman World Champion Chelsea Sodaro and 2022 Ironman 70.3 World Championship silver medalist Paula Findlay have signed with the corporate to compete in On products. They join 2022 Ironman World Champion Gustav Iden and others on the brand’s triathlon team. On was cofounded by former skilled triathlete Olivier Bernhard.

“With the brand new additions, we now have winners across all majors on our team,” said Flavio Calligaris, On’s head of athlete strategy and partnership. “It’s our focus to draw and develop the triathlon talent of tomorrow. That’s the reason it was necessary for us to work with these successful athletes of their prime to supply role models for younger triathletes. Kristian, Chelsea and Paula, alongside Gustav, will act as lighthouses for the following generation. They’re pioneers who encourage all with their big wins and performances.”

Sodara, a 33-year-old California native who switched to triathlon after a successful profession as a middle-distance runner, won the Ironman World Championship in Kona, Hawaii, in October, 18 months after giving birth to her daughter Skye.

“On is an modern company pushing the boundaries of human performance,” she said. “From our initial conversations, I immediately felt special energy and knew I desired to be an element of what the team is creating. I felt incredibly inspired by On cofounder Olivier Bernhard’s passion, values and fearlessness. This ethos resonated with me on many levels, and I felt that On was the proper place for me to land as an athlete.”

Blummenfelt, the reigning Olympic champion, said he is concentrated on repeating his gold medal-winning performance in Paris in 2024. The Norwegian athlete can even work with the brand to check and develop recent high-performance products.

“I need to do all the things I can over the following 12 months and a half to be able where I can fight for that win,” he said. “This also means selecting the proper partners with the perfect team, who can provide me that competitive advantage regarding equipment. From what I’ve seen when visiting the On Labs, it’s such a dynamic, dedicated team which I feel can put me in a greater position in Paris.”

Canadian Paula Findlay, who has a preferred YouTube channel, That Triathlon Life with partner Eric Lagerstrom, said: “I even have all the time admired On’s attention to detail and magnificence. Each time I’ve picked up an On shoe or piece of clothing, I’ve been so impressed with the standard and feel and loved the look of it. I raced within the Cloudboom Echo 3.0 last December and won, so my confidence within the On race shoes is amazingly high.”

On was founded 13 years ago within the Swiss Alps as a footwear brand and now produces apparel and accessories as well. It went public in 2021.