Stanford's Juliette Whittaker first NCAA athlete to ink NIL deal with On Running

On Running has become the latest sneaker brand to enter the NIL space.

Stanford track and cross country runner Juliette Whittaker announced an endorsement deal with the Swiss-based company Sunday on Instagram. The Pac-12 women’s track and field Freshman of the Year and the NCAA indoor runner-up in the 800-meters is the latest college runner to sign a partnership with a sportswear company.

Because Stanford is a Nike school, Whittaker will not be able to wear On Running gear in events representing the Cardinal. She will promote the brand throughout her social media channels and attend a few On events. In any competition outside of the NCAA she will be able to wear On, though.

“It means a lot. I’m super excited to work with them,” Whittaker told CITIUS MAG. “I was excited about the NIL opportunity and the fact that we can brand ourselves and make money in college while not having to give up the NCAA experience. Especially because I’ve loved my first year and I wouldn’t want to be done with it just yet. It’s just a cool experience to get to have.”

Juliette Whittaker’s chances for Paris 2024

Viewed as a name to watch for the 2024 Summer Olympics, Whittaker holds the U.S. high school record in the 800 with a 1:59.04. She won the Pac-12 conference title in the 800 in 2:01.19, which ranks No. 5 in Stanford history. The freshman also anchored the Cardinal distance medley relay team to a win at the Penn Relays this spring.

A bronze medalist in the 800 meter at the 2022 U20 World Championships, Whittaker competed at the 2021 U.S. Olympic Trials and made the semifinals. Team USA has yet to announce dates for Olympic trials for the Paris 2024 games.

Growing number of sportswear brands in NIL

Adidas, New Balance and Nike have all signed agreements with college runners in the past 24 months. While some athletes can’t rep the brand at college meets because of institution’s apparel deals, it gets brands in the door early with future Olympic stars. Plus, runners can wear the sneakers outside of NCAA competition.

Stanford cross-country star Charles Hicks, who won the school’s first NCAA cross-country individual national championship, inked a partnership with Nike back in March. At the time, Runner’s World reported that Hicks’ deal could be worth between $50,000 and $150,000 per year. And Florida track star Parker Valby signed with the swoosh last month.

Adidas signed NC State long-distance runner Katelyn Tuohy in November. The six-time All-American and 2022 ACC Outdoor Track Performer of the Year runs at an adidas school. New Balance scooped up Whittaker’s teammate, Stanford rising sophomore and NCAA indoor track champion Roisin Willis last week. Willis beat out Whittaker by 0.12 seconds in the 800 meters to win the title.

On was founded in 2010 by Swiss Ironman champion Olivier Bernhard and has quickly climbed to being a popular running shoe, joining names like Hoka and Asics.