On, FW25 Outerwear & Apparel Tech

Context

• FW25 Outerwear was the first time On's Apparel Tech (ThermaTec insulation, DryTec breathability, GuardTec protection) was supported by a full digital ecosystem built to last beyond a single campaign.
• The campaign had to speak credibly to three distinct verticals, performance runners, outdoor explorers, and everyday movers, without fragmenting.

My role and scope

• Global Digital Category Management Lead, Apparel & Accessories at On.
• Led digital strategy and execution across Onsite, CRM, App, Paid, and the foundational data and SEO work that makes Apparel Tech scalable.

Goal

• Move Apparel Tech from buried PDP copy to a credible, shoppable story across the funnel.
• Build the foundational digital infrastructure, data, SEO, evergreen pages, that makes future tech storytelling scalable.

Strategy

• Design a modular, choose-your-own-adventure onsite journey that lets customers go deep on tech or straight to shop.
• Give each vertical its own PLP, CRM flow, and billboard entry point while keeping a single campaign spine.
• Treat tech storytelling as evergreen infrastructure: dedicated pages, enriched product data, and SEO support that compound beyond the launch.
• Build a digital-first asset mix that balances brand storytelling with mid- and lower-funnel proof.

Execution

• Rebuilt the Cold-weather Collection page as the campaign's central destination, combining inspiration video, plain-language tech explainers, and shoppable product modules in one place.
• Launched 3 evergreen Technology pages, one each for GuardTec (weather protection), ThermaTec (insulation), and DryTec (breathability), using macro fabric shots and innovation visuals to make the science feel tangible.
• Created 3 audience-focused category pages (Performance running, Outdoor exploration, Everyday lifestyle) so each shopper type lands in the right world, plus 3 tech-filtered category pages for people shopping by feature.
• Rewrote product pages across the range so the same tech story shows up consistently wherever a customer lands.
• Ran an A/B test on an interactive Collection-page module, the first time customers could click through and explore the apparel technology themselves rather than just read about it.
• Launched dedicated tech category pages optimised for search (e.g. Men's and Women's GuardTec apparel) so people searching for these innovations on Google could find them directly.
• Coordinated always-on paid media across Meta, YouTube, and display, plus a CRM email and app-notification sequence guiding members through the launch, the audience deep dives, and timely reminders.
• Set up advanced link tagging and journey analytics to follow real customers from an ad through the Collection page, the tech pages, and into the category pages, so we could see what was actually working.