Weekly Newsletter - 10.03.2024

PLUS: Adidas launches Adios Pro 4 and Evo SL in 2025

Author

Priscilla Soedarpo
03 Oct • Estimated Reading Time: 6 minutes

THE LATEST IN ATHLEISURE NEWS

FIFA

FIFA, the global overlord of football, is diving headfirst into the fashion world with its inaugural FIFA 1904 collection, set to drop in spring 2025. The same folks who bring you the World Cup are now bringing you couture. This move is part of a broader trend where sports organizations are getting all fancy with their merch.

Partnering with VFiles, FIFA is clearly aiming to make a splash in the fashion pond. The collection's name, FIFA 1904, harks back to the organization's founding year, adding a touch of historical gravitas to this sartorial venture.

Under the watchful eyes of CEO Francesca Bellettini and designer Anthony Vaccarello, Saint Laurent has already shown that fashion and sports can be a match made in heaven, doubling sales in five years. So, FIFA's foray into fashion isn't as far-fetched as it sounds.

In a world where brands are dressing their VIPs in coordinated runway looks to drive buzz and sales, FIFA's timing couldn't be better. It's a bold move, but hey, if anyone can pull off a hat trick in haute couture, it's FIFA. So, get ready to swap your soccer jerseys for something a bit more runway-ready.

Aybl, an athleisure brand backed by Gymshark co-founder Lewis Morgan, reported a record pre-tax profit of £6.1 million for the year ending March 31, 2024. This surge follows a significant increase in sales and strategic investments in people, suppliers, and warehouse efficiency, despite global economic challenges.

New guide reveals that Google Discovery is best for ROAS at low spend, whereas Performance Max delivers results at scale. To optimize performance in Google, brands should:

  • Invest in Performance Max, which comprises ~24% of budget on average and supports increased scale at similar performance.

  • Leverage Google Discovery for potentially strong ROAS, especially at lower spend levels.

  • Consider Google Shopping as a middle-ground option, offering good ROAS potential with more scale than Discovery.

This research was put together by Fospha, EMEA's leading marketing measurement platform. Fospha has $1bn spend under measurement across 150+ of the world's best eCom brands, including Free People and Gymshark. They've assembled a guide of the best Google channels & strategies to lead brands into H2 - you can read this here.

Adidas introduces the Adizero Adios Pro 4 and Adizero Evo SL, enhancing its Adizero franchise. The Adios Pro 4, designed for peak performance, features advanced technology for record-breaking speed. The Evo SL, inspired by the Pro Evo 1, offers optimal support for training. Both models launch in 2025.

Brands are leveraging holistic video strategies to engage consumers across multiple platforms, driving full-funnel business outcomes. By utilizing first-party data and diverse video channels, companies like PepsiCo and Lexus achieve significant increases in brand awareness, consideration, and conversions. Amazon Ads exemplifies this approach, offering expansive opportunities for advertisers.

Peak Performance, a renowned Scandinavian outdoor apparel brand, has launched in the U.S. market. Known for its innovative and stylish ski wear, the brand will offer its 2024 Ski Collection online. This expansion aims to meet the growing demand for high-performance, eco-friendly outdoor gear in North America.

JD Sports will update investors on its US expansion after acquiring Hibbett, adding nearly 1,200 stores. The retailer, known for brands like Nike and Adidas, saw a 2.4% sales increase recently. Despite global growth, JD remains cautious about the year's outlook, aiming for pre-tax profits above $1 billion.

DMEXCO 2024 showcased AI's practical applications, retail media's growth, and the shift to cookieless solutions. Key trends included AI-driven transformation, the rise of retail media, and the importance of first-party data. The event emphasized collaboration, transparency, and the evolving landscape of digital marketing, highlighting innovation and future opportunities.

Fashion's latest obsession with niche sports like archery, figure skating, and rhythmic gymnastics reflects a cultural shift. Designers are blending athletic aesthetics with traditional fashion, challenging gender norms and creating fresh, inclusive styles. This trend, driven by consumer demand and high-profile collaborations, is poised for long-term influence.

Brand websites remain crucial for the golden quarter, driving engagement and sales, according to Visualsoft's research. While social media is growing in importance, targeting the right consumers is essential. Newsletters and nostalgic Christmas ads also play significant roles, with nearly half of consumers driven by nostalgia.

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