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 link tagging and journey analytics to understand how customers moved from ads into Collection, technology, and category pages, turning the launch into a clearer learning loop.