On Running Steps Into Women’s Activewear Challenging Lululemon’s Legging Dominance

On Running moved into one of activewear’s most contested categories in early 2026, launching its SenseTec Studio Tights, the brand’s largest material innovation of the year, as Lululemon was managing its second see through leggings controversy in two years. The timing was not accidental.

Lululemon’s Quality Problem

In January 2026, Lululemon paused online sales of its $108 Get Low leggings in North America after widespread social media complaints about transparency during squats. The backlash was compounded when founder Chip Wilson publicly criticized the company’s product execution and board oversight, according to Bloomberg. The episode followed an identical issue in 2024, when the brand’s Breezethrough leggings were also pulled for the same reason.

Performance First Tech

On’s Studio Tights, made from a proprietary SenseTec fabric, 71% recycled polyamide and 29% elastane, were three years in development and wear-tested globally across sizes and movement types before launch. The brand’s global senior director of product, Annaleigh Hockaday, said the team deliberately avoided the “softness” arms race that defines much of the category. “When you actually create a softness or a peachiness on a fabric, what you’re actually doing is breaking the surface,” Hockaday said. “As soon as you do that, you’re compromising the stability and the durability.”

Apparel as the Next Growth Pillar

On, head of brand and apparel Emma Smith said leggings are “a core building block” as the brand expands its apparel footprint toward a head-to-toe premium sportswear position. But Smith was measured about the challenge ahead: “Credibility needs to be earned. While we are hugely proud and confident in what we made, we also need to build credibility and trust through athletes and consumers.” On is detailing its testing methodology across digital channels and through press outreach as part of a transparency led launch strategy.

Lululemon’s Position and the Competitive Window

On Lululemon’s Q3 2025 earnings call on December 11, the company positioned itself as the leading women’s active apparel brand in the United States and said legging innovation would be a priority heading into 2026. Q3 women’s segment revenue grew 6% year over year to a quarterly total of $2.6 billion. Analysts noted that quality controversies typically produce a modest initial dip in consumer confidence, with more serious brand erosion setting in only after repeated failures. Premium consumers are increasingly scrutinizing value, quality, and fit before committing to a purchase.