On · 2026
On - SS26 Apparel Leggings and Tights Collection
SS26 Apparel Leggings and Tights Collection, a guided shopping experience designed to reduce choice friction, build confidence, and turn a high-consideration purchase into a clear path from discovery to buy.
Context
- Tights are a high-consideration purchase in a sea of sameness. The barrier is rarely intent, it's uncertainty about fit, feel, and which product is right for which movement.
- SS26 lays the foundation for a category build that compounds across seasons, with each release reinforcing the same shopping logic.
My role and scope
- Global Digital Category Management Lead, Apparel & Accessories at On.
- Led the digital build end-to-end as a cross-functional effort with Marketing, Creative, Brand, Strategy, Digital Product, Apparel Product Development, CRM, Paid Media, M&O, Content, Analytics, UX/UI, and Tech.
Goal
- Turn marketing demand into a confidence-building shopping experience across On.com and the digital touchpoints where customers discover and buy.
- Reduce choice friction across the path from homepage to PDP and shorten the time to a confident purchase.
- Build evergreen foundations that absorb future innovations without rebuilding from scratch every season.
Strategy
- Position brand innovations On SenseTec™ and On DryTec™ as real proof points rather than copy buried in PDPs.
- Build the Leggings and Tights Guide as a guided shopping pilot, a destination that helps customers shop with intention, not scroll aimlessly.
- Extend the guide beyond the collection page into Women Shop PLPs on web and app, so the same logic reaches organic shoppers.
- Sequence CRM as a narrative arc, launch, education, guidance, credibility, not a single blast.
- Run Paid as a full-funnel motion: brand-driving for desirability, product-focused for action, with strong message match into the right onsite destinations.
Execution
- Shipped a Leggings and Tights shopping guide built around three core use cases (Yoga, Running, Training), with a side-by-side product comparison and shoppable matching-set entry points.
- Launched dedicated technology pages for SenseTec and DryTec so the 'why it works' is easy to grasp before reaching the product page.
- Segmented homepage hero banners by community (running, low impact, high impact training), with promo cards acting as intentional entry points.
- Connected guidance from category pages into product pages so the customer never hits a 'now what?' moment.
- Leaned into matching sets on category pages to drive cross-sell and make outfit-building feel curated, not forced.
- Built a creative asset system: brand film plus product-tech video, contextual head-to-toe imagery down to clean studio details, fabric and tech close-ups, and intentional body diversity representation.
- Backed the launch with premium editorial positioning, including a Vogue digital partnership.
Learnings
Repeat
- · Customers don't shop in channels, they shop in journeys. My job is to make the same decision logic show up wherever they meet the brand, so the experience feels coherent rather than coordinated.
- · Category storytelling becomes credible when education has its own home. Embedding the story everywhere only works if there's a definitive page to point back to.
Improve
- · I want to design the full life of a launch up front, the launch beat, the expansion beat, the partnership beat, so each one builds on the last instead of being negotiated mid-flight.
- · Brand-led creative and shopping logic should be briefed as one system. When they're briefed separately, the seam shows in the funnel.
Films & spots
Gallery
Want the full story?
Email me.
More from On
All work
