{
  "slug": "on-2026-09-23t03-4",
  "company": "On",
  "headline": "Running brand targets nearly double sales by 2029 despite market headwinds.",
  "topic": "{Stash Edge — Brand-Story Play}",
  "source_name": "Retail Dive",
  "source_url": "https://www.retaildive.com/news/on-growth-sales-targets-challenging-athletics-market/831021/",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/on-2026-09-23t03-4",
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      "body": "{Stash Edge — Brand-Story Play}\n◆ SILVER · Growth target in competitive category · On\n\nRunning brand targets nearly double sales by 2029 despite market headwinds.\n\nThe word 'challenging' is code for 'the obvious path does not work.' On is not saying they will grow because running is trendy — they are saying they will grow despite the category being harder. That tells me they have a plan that does not depend on favorable market conditions. Most brands blame the market; On is ignoring it. For a brand in a mature category, that is the move: stop waiting for permission from trend forecasters and start asking what your customer will buy from you next.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/on-2026-09-23t03-4\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/on-2026-09-23t03-4\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/on-2026-09-23t03-4",
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      "alt_body": "{Stash Edge — Brand-Story Play}\n◆ SILVER · Growth target in competitive category · On\n\nRunning brand targets nearly double sales by 2029 despite market headwinds.\n\nThe word 'challenging' is code for 'the obvious path does not work.' On is not saying they will grow because running is trendy — they are saying they will grow despite the category being harder. That tells me they have a plan that does not depend on favorable market conditions. Most brands blame the market; On is ignoring it. For a brand in a mature category, that is the move: stop waiting for permission from trend forecasters and start asking what your customer will buy from you next.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/on-2026-09-23t03-4\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/on-2026-09-23t03-4\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/on-2026-09-23t03-4",
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      "body": "{Stash Edge — Brand-Story Play}\n◆ SILVER · Growth target in competitive category · On\n\nRunning brand targets nearly double sales by 2029 despite market headwinds.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/on-2026-09-23t03-4",
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      "label": "Substack · Fending",
      "title": "Running brand targets nearly double sales by 2029 despite market headwinds.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nOn announced plans to nearly double sales by 2029 despite describing the athletics market as 'far more challenging,' per Retail Dive.\nHere's the cool part — the lever almost everyone misses (and you don't have to): On's growth target in a 'far more challenging' market means they are not betting on category tailwinds — they are betting on channel shift (moving from wholesale to DTC) and category expansion (running to adjacent athletic wear). For a smaller brand in a mature category, this is the only path: you cannot outspend legacy players on media, so you move where they do not have native advantage. On likely targets direct-to-consumer channels (their website, their retail partners who sell only On) and adjacent categories (apparel, accessories) where they do not compete on the same shelf as Nike or Adidas. Test this in your own category: where is your growth not dependent on the category growing?\nWhat that means for you: The word 'challenging' is code for 'the obvious path does not work.' On is not saying they will grow because running is trendy — they are saying they will grow despite the category being harder. That tells me they have a plan that does not depend on favorable market conditions. Most brands blame the market; On is ignoring it. For a brand in a mature category, that is the move: stop waiting for permission from trend forecasters and start asking what your customer will buy from you next.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Retail Dive: https://www.retaildive.com/news/on-growth-sales-targets-challenging-athletics-market/831021/.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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