Weekly Newsletter - 09.26.2024

PLUS: Join TikTok, Seraphine and Sweaty Betty for Fospha's BFCM live discussion on October 3rd

Author

Priscilla Soedarpo
26 Sep • Estimated Reading Time: 7 minutes

THE LATEST IN ATHLEISURE NEWS

Peak season is the single best opportunity for D2C brands.

To help you capture it, Fospha has assembled a panel of industry experts. Join them for a live discussion featuring leaders at Sweaty Betty, Seraphine, and the Head of Measurement at TikTok.

📅 Date: Thursday, 3 October 2024
🕒 Time: 11 AM EST / 4 PM BST

P.S. You'll have the chance to ask the experts questions about peak season strategies in real-time!

Gain exclusive insight into:

  1. Proven tactics to maximize peak period opportunities, shared live by experts

  2. Strategies for capturing customers efficiently through a full-funnel approach

  3. Insights on growing your customer base profitably with effective measurement

  4. Methods for identifying and capitalizing on growth headroom for efficient scaling across channels

Gymshark

Gymshark has launched a significant initiative to combat the knife crime epidemic affecting urban areas in the UK. Partnering with the anti-knife crime charity Steel Warriors, Gymshark will collect knives through an amnesty program, melt them down, and recycle the metal to create free outdoor street gyms. The campaign, centered around the slogan "Creating communities that are built by steel, not broken by it" aims to provide young people with access to fitness facilities, promoting routine and discipline to deter them from crime.

Steel Warriors, since its inception in 2017, has been instrumental in removing 100,000 knives from the streets. Gymshark's collaboration is expected to amplify this impact, furthering the reach and effectiveness of Steel Warriors' mission. Cristian d'Ippolito, Steel Warriors' head of marketing, expressed enthusiasm for the partnership, highlighting the shared values of resilience, determination, and passion that underpin both organizations' efforts.

Gymshark CEO Noel Mack emphasized the importance of this initiative, noting the extraordinary achievements of Steel Warriors in transforming lives by repurposing confiscated knives into community gyms. Mack expressed hope that Gymshark's involvement would shine a light on the mission, encouraging people to choose fitness over crime and improve their physical and mental health.

Elliott Hill will become Nike's CEO on Oct. 13, succeeding John Donahoe. While investors initially reacted positively, analysts express concerns about Hill's ability to address product innovation and market challenges. Hill's extensive experience at Nike is noted, but the company's long-term growth remains uncertain amid competitive pressures and soft sneaker demand.

Brands like Belgian Boys and Olipop are shifting their focus to reach U.S. shoppers in smaller cities. They are investing in retail media networks and hyper-localized marketing to connect with busy parents and larger households. Platforms like Hummingbirds help brands create targeted campaigns, driving sales in specific regions.

Media Brief

Global sports retailer Decathlon has launched "Rentals for Rubbish" an initiative allowing customers to pay for sports gear rentals by collecting litter. Partnering with AMV BBDO and using the Planet Patrol app, the campaign aims to promote sustainability and collect 5,000 pieces of litter in the UK within two weeks.

Woxer has launched the Flex Line of athletic underwear, designed with WNBA players for optimal comfort and support. The collection includes boxer briefs and a sports bra made from breathable, sweat-wicking recycled materials. Woxer aims to provide functional, non-sexualized options for women athletes, emphasizing inclusivity and eco-friendly practices.

Perplexity, backed by Nvidia and Jeff Bezos, is in talks with brands like Nike and Marriott to revolutionize AI-powered search advertising. They aim to replace Google's auction-based system with sponsored questions featuring AI-generated answers. This shift promises unbiased answers while enhancing user experience and advertising effectiveness.

Body of Work and San Antonio Shoemakers (SAS) are launching their second sneaker collaboration, the JV Mesh, at a Tokyo pop-up. The handcrafted shoes feature premium materials and come in two colorways. The launch highlights the brands' shared values of craftsmanship and modern design.

The NCAA's 2021 rule change, which allows college athletes to monetize their name, image, and likeness (NIL), is transforming the sports marketing landscape. The article outlines six strategic opportunities for brands: leveraging influencer marketing, crafting compelling athlete stories, amplifying existing campaigns, embracing regional and local flexibility, and positioning athletes as content creators. These tactics underscore the rising value of NIL in the marketing space.

VTEX's survey reveals that 45% of U.S. consumers have engaged in live shopping, with men leading in participation. Social video commerce is also popular, especially among Gen Z and millennials. Brands should leverage these trends, focusing on consistent, engaging experiences to boost consumer engagement and sales.

Reply

or to participate.