{
  "slug": "on-holding-2026-09-26t00-3",
  "company": "On Holding",
  "headline": "On Holding raises 2026 guidance with premium brand positioning playbook.",
  "topic": "{Stash Edge — Pricing 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-2026-09-26t00-3",
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    "linkedin": {
      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Pricing Play}\n◆ GOLD · Premium pricing and brand narrative refresh · On Holding\n\nOn Holding raises 2026 guidance with premium brand positioning playbook.\n\nRunning shoe brands are normally trapped in a specs war — more cushioning, less weight, more grip. On Holding said, 'what if we just made ourselves the luxury running brand and let the specs prove it instead of the other way?' That's not a product story; that's a brand story. The guidance raise says investors believe it. For your brand: premium is a narrative choice, not a manufacturing cost. Build it first, charge for it second.\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-2026-09-26t00-3\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/on-holding-2026-09-26t00-3\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/on-holding-2026-09-26t00-3",
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Pricing Play}\n◆ GOLD · Premium pricing and brand narrative refresh · On Holding\n\nOn Holding raises 2026 guidance with premium brand positioning playbook.\n\nRunning shoe brands are normally trapped in a specs war — more cushioning, less weight, more grip. On Holding said, 'what if we just made ourselves the luxury running brand and let the specs prove it instead of the other way?' That's not a product story; that's a brand story. The guidance raise says investors believe it. For your brand: premium is a narrative choice, not a manufacturing cost. Build it first, charge for it second.\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-2026-09-26t00-3\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/on-holding-2026-09-26t00-3\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/on-holding-2026-09-26t00-3",
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      "body": "{Stash Edge — Pricing Play}\n◆ GOLD · Premium pricing and brand narrative refresh · On Holding\n\nOn Holding raises 2026 guidance with premium brand positioning playbook.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/on-holding-2026-09-26t00-3",
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    "substack": {
      "label": "Substack · Fending",
      "title": "On Holding raises 2026 guidance with premium brand positioning 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 performance-running brand, introduced a new premium brand playbook and raised its 2026 financial guidance, per SGB Media Online.\nHere's the cool part — the lever almost everyone misses (and you don't have to): On Holding realized that runners care about status as much as speed. By positioning premium as a brand story (not just better materials), they unlocked pricing power. The move: take your current product. Do not change it. Rebuild the narrative around who wears it and why they're choosing it over cheaper alternatives. Then raise price 10% and test it on your owned channels first (email, DTC site). Measure ASP lift, not unit volume. If ASP grows 12%+, the narrative has permission to go wider.\nWhat that means for you: Running shoe brands are normally trapped in a specs war — more cushioning, less weight, more grip. On Holding said, 'what if we just made ourselves the luxury running brand and let the specs prove it instead of the other way?' That's not a product story; that's a brand story. The guidance raise says investors believe it. For your brand: premium is a narrative choice, not a manufacturing cost. Build it first, charge for it second.\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",
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}