South African sprinter Mukona “Smiley” Manavhela has joined On’s global athlete roster. The 17-year-old athlete is a triple African U18 Champion. He achieved these titles in the 2025 championships.
Manavhela has shown remarkable speed. He recorded 10.14 seconds for the 100m race. His best for the 200m is 20.45 seconds. These times place him among the world's fastest young sprinters. His transition from rugby to athletics demonstrates his focused ambition.
This development is part of a wider trend in sports marketing. Global brands like On invest in promising athletes. This creates commercial value and fosters athletic development. Such partnerships can also boost secondary markets like sports apparel and coaching services. Data shows consistent growth in the global sports apparel market. It reached an estimated $400 billion in 2023. Athlete endorsements form a significant portion of this market.
On stated that Manavhela embodies their brand values. "Mukona's explosive speed and his triple continental titles speak volumes about his natural talent," said Silja Mühlebach, Athlete Manager at On. "It is his intentional mindset that makes him an extraordinary addition to the On family." Mühlebach added that his journey aligns with the company's ethos of progress.
The signing suggests On's strategy to tap into emerging markets and talent pools. It also signals a commitment to supporting athletes early in their careers. This could influence how other Ghanaian athletes approach career development and sponsorship. Future investment decisions by sportswear companies may now focus on younger, unproven talent. This could lead to increased opportunities for aspiring athletes in Ghana.