{
  "slug": "on-holding-2026-09-25t12-2",
  "company": "On Holding",
  "headline": "Premium brand playbook boosts 2026 guidance as core strategy.",
  "topic": "{Stash Edge — Brand-Story Play}",
  "source_name": "SGB Media Online",
  "source_url": "https://news.google.com/rss/articles/CBMiqwFBVV95cUxNNXFybWdkTVA1WDJFQTZvcmV4cHdvYm8zSG5sMFBwdHJRUFVtOXo5djRqTkhKUWl1anlvcFNmQUZISXFRdVUzNG9jRGdtbVpUNTVOOGREclkyYTdIWjZsNVNnbUt4blJmOFAwcENKZVhiUVk5eC1HXzFQdC1DRTVFUGx5ZDdhbUU1UTJJdHc0a3VXdU1MYlp0ZDFhU3JIM3JVMEc0aDdQbjhIVnM?oc=5",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/on-holding-2026-09-25t12-2",
  "channels": {
    "linkedin": {
      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Brand-Story Play}\n◆ PLATINUM · Premium positioning shift · On Holding\n\nPremium brand playbook boosts 2026 guidance as core strategy.\n\nOn is a shoe company that could have played volume. Instead they played positioning. That's the move most brands fear because it looks like shrinkage in year one. It's not. It's repositioning the customer—you're losing the price-shopper and doubling down on the person who buys once and stays. Raising guidance after a premium move tells you the market believed the math.\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-holding-2026-09-25t12-2\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/on-holding-2026-09-25t12-2\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/on-holding-2026-09-25t12-2",
      "chars": 919,
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Brand-Story Play}\n◆ PLATINUM · Premium positioning shift · On Holding\n\nPremium brand playbook boosts 2026 guidance as core strategy.\n\nOn is a shoe company that could have played volume. Instead they played positioning. That's the move most brands fear because it looks like shrinkage in year one. It's not. It's repositioning the customer—you're losing the price-shopper and doubling down on the person who buys once and stays. Raising guidance after a premium move tells you the market believed the math.\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-holding-2026-09-25t12-2\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/on-holding-2026-09-25t12-2\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/on-holding-2026-09-25t12-2",
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    "bluesky": {
      "label": "Bluesky",
      "body": "{Stash Edge — Brand-Story Play}\n◆ PLATINUM · Premium positioning shift · On Holding\n\nPremium brand playbook boosts 2026 guidance as core strategy.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/on-holding-2026-09-25t12-2",
      "chars": 246,
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    "substack": {
      "label": "Substack · Fending",
      "title": "Premium brand playbook boosts 2026 guidance as core strategy.",
      "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 👇\nPer SGB Media Online, On Holding presented a new brand premium playbook and raised 2026 guidance, signaling confidence in the strategy's ability to drive revenue and margin uplift.\nHere's the cool part — the lever almost everyone misses (and you don't have to): premium doesn't mean charging more. It means removing the SKUs that commoditize you. On's move was to cut the line, raise price on what stays, and lock distribution tighter. Run this play: audit your bottom 30% by margin and volume. Cut it. Raise the price on the 70% that remains by 12-18%. Tighten retail placement. Watch the unit volume drop and the dollar-per-customer and margin climb faster than volume fell.\nWhat that means for you: On is a shoe company that could have played volume. Instead they played positioning. That's the move most brands fear because it looks like shrinkage in year one. It's not. It's repositioning the customer—you're losing the price-shopper and doubling down on the person who buys once and stays. Raising guidance after a premium move tells you the market believed the math.\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 — SGB Media Online: https://news.google.com/rss/articles/CBMiqwFBVV95cUxNNXFybWdkTVA1WDJFQTZvcmV4cHdvYm8zSG5sMFBwdHJRUFVtOXo5djRqTkhKUWl1anlvcFNmQUZISXFRdVUzNG9jRGdtbVpUNTVOOGREclkyYTdIWjZsNVNnbUt4blJmOFAwcENKZVhiUVk5eC1HXzFQdC1DRTVFUGx5ZDdhbUU1UTJJdHc0a3VXdU1MYlp0ZDFhU3JIM3JVMEc0aDdQbjhIVnM?oc=5.)\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",
      "chars": 1996,
      "limit": 0
    }
  }
}