{
  "slug": "on-holding-2026-09-29t09-4",
  "company": "On Holding",
  "headline": "Running brand boosts 2026 guidance after unveiling premium brand playbook.",
  "topic": "{Stash Edge — Brand-Story Play}",
  "source_name": "sgbonline.com",
  "source_url": "https://news.google.com/rss/articles/CBMiqwFBVV95cUxNNXFybWdkTVA1WDJFQTZvcmV4cHdvYm8zSG5sMFBwdHJRUFVtOXo5djRqTkhKUWl1anlvcFNmQUZISXFRdVUzNG9jRGdtbVpUNTVOOGREclkyYTdIWjZsNVNnbUt4blJmOFAwcENKZVhiUVk5eC1HXzFQdC1DRTVFUGx5ZDdhbUU1UTJJdHc0a3VXdU1MYlp0ZDFhU3JIM3JVMEc0aDdQbjhIVnM?oc=5",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/on-holding-2026-09-29t09-4",
  "channels": {
    "linkedin": {
      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Brand-Story Play}\n◆ SILVER · Premium positioning and guidance lift · On Holding\n\nRunning brand boosts 2026 guidance after unveiling premium brand playbook.\n\nRunning shoes are a crowded play, but On figured out that their customers don't want the cheapest shoe—they want the shoe that makes them feel like a real runner. That's not a product improvement; that's a story improvement. The brand playbook shift is real: same factories, better narrative, higher shelf and higher price. If you're in a category where people buy from emotion (not pure commodity), you can almost always move upmarket by changing where you sell and what you say about why the product is better. The guidance bump is proof the market is ready.\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-2026-09-29t09-4\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/on-holding-2026-09-29t09-4\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/on-holding-2026-09-29t09-4",
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Brand-Story Play}\n◆ SILVER · Premium positioning and guidance lift · On Holding\n\nRunning brand boosts 2026 guidance after unveiling premium brand playbook.\n\nRunning shoes are a crowded play, but On figured out that their customers don't want the cheapest shoe—they want the shoe that makes them feel like a real runner. That's not a product improvement; that's a story improvement. The brand playbook shift is real: same factories, better narrative, higher shelf and higher price. If you're in a category where people buy from emotion (not pure commodity), you can almost always move upmarket by changing where you sell and what you say about why the product is better. The guidance bump is proof the market is ready.\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-2026-09-29t09-4\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/on-holding-2026-09-29t09-4\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/on-holding-2026-09-29t09-4",
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      "body": "{Stash Edge — Brand-Story Play}\n◆ SILVER · Premium positioning and guidance lift · On Holding\n\nRunning brand boosts 2026 guidance after unveiling premium brand playbook.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/on-holding-2026-09-29t09-4",
      "chars": 269,
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    "substack": {
      "label": "Substack · Fending",
      "title": "Running brand boosts 2026 guidance after unveiling premium brand playbook.",
      "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 Holding, the Swiss running shoe brand, raised 2026 guidance after rolling out a new premium brand strategy, per sgbonline.com.\nHere's the cool part — the lever almost everyone misses (and you don't have to): premium isn't a price tag—it's a playbook. On moved from 'best running shoe for the money' to 'the running shoe for serious runners,' which is a positioning change, not a product change. The difference is in how you tell the story (athlete stories, material sourcing, fit precision), where you sell it (specialty retailers, flagship stores, direct), and what you charge. If your product has a core fan base and 40%+ of customers are repeat, test a premium line with 15-25% higher price, distribute it to specialty retailers only, and back it with athlete storytelling. Measure attach rate and CAC. On probably tested this in a single market before rolling nationally; start at that scale.\nWhat that means for you: Running shoes are a crowded play, but On figured out that their customers don't want the cheapest shoe—they want the shoe that makes them feel like a real runner. That's not a product improvement; that's a story improvement. The brand playbook shift is real: same factories, better narrative, higher shelf and higher price. If you're in a category where people buy from emotion (not pure commodity), you can almost always move upmarket by changing where you sell and what you say about why the product is better. The guidance bump is proof the market is ready.\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 — sgbonline.com: 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",
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