On Signs South Africa’s Lythe Pillay as it builds its presence across African athletics
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On has signed South African 400m runner Lythe Pillay to its global athlete roster, marking the brand’s first professional track and field partnership in South Africa as it expands its presence across African athletics.
Pillay, a World U20 champion and World University Games gold medalist, becomes part of a growing group of elite sprinters backed by the Swiss brand. The move reflects a broader strategy by performance apparel companies to invest earlier in emerging markets, particularly across Africa’s sprinting pipeline.
The 23-year-old has established himself as one of the continent’s leading quarter-milers, with a personal best of 44.31 seconds and appearances at both the Tokyo 2020 and Paris 2024 Olympic Games. His recent results include gold at the 2025 World University Games and a bronze medal as part of South Africa’s 4x400m relay team at the World Athletics Championships.
“I felt a deep connection with On because we share that same hunger and drive to establish ourselves as household names among the giants of the industry,” Pillay said. “Both the brand and I have a point to prove to the world.”
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The signing extends a strategy centered on building credibility in performance categories while expanding into new geographic markets. Africa, long recognized for its depth of athletic talent, is increasingly viewed as a priority region for global sportswear companies seeking both elite performance partnerships and long-term brand relevance.
“Lythe is an exceptional talent whose ambition and underdog spirit mirror our own journey,” said Silja Mühlebach, Athlete Manager at On. “Welcoming him is a step in growing our roster of elite sprinters in Africa.”
The deal also highlights a shift in how brands approach athlete partnerships in the region, moving beyond established global stars toward emerging talent with both performance upside and commercial potential. The brand recently signed Kenyan athlete Mercy Chepngeno athlete xx and Moroccan Soufiane El Bakkali athlete.
Off the track, Pillay is pursuing a degree in accounting, reflecting a growing trend among athletes in emerging markets to balance elite sport with long-term career planning. The brand has also recently signed Kenyan athlete Mercy Chepngeno and Moroccan Olympic champion Soufiane El Bakkali, further expanding its footprint across African athletics.
Source: On
