Weekly Newsletter - 10.10.2024

PLUS: Messi's New Eco-Friendly adidas Gazelle Sneakers Are Out!

Author

Priscilla Soedarpo
10 Oct • Estimated Reading Time: 8 minutes

THE LATEST IN ATHLEISURE NEWS

LIVE FROM ADWEEK NEW YORK 🎤
✨ Fresh Insights from Adweek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

1️⃣ Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

2️⃣ First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

3️⃣ Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

4️⃣ Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

adidas

Lionel Messi's collaboration with adidas has taken a significant step forward with the release of the "Triunfo Dorado" collection, featuring the new Messi x adidas Gazelle sneakers. This collection, aptly named "Gold Triumph" celebrates Messi's unparalleled status in soccer, offering a fresh take on the classic Gazelle model. The sneakers are crafted from eco-friendly beige suede, accented with creamy black leather, and feature a buttery tongue, echoing the design elements of Messi's previous Samba collaborations. These details not only enhance the aesthetic appeal but also underscore adidas' commitment to sustainability and style.

The Gazelle's design is both a nod to tradition and a step towards innovation, capturing the essence of Messi's influence in the sportswear industry. The inclusion of Messi's logo and gold branding on the sidewall adds a personal touch, making these sneakers a must-have for fans and collectors alike. The collaboration extends beyond mere aesthetics, reflecting a strategic move by adidas to leverage Messi's global appeal and reinforce its position in the competitive sneaker market.

As the sneakers hit the shelves, they have already garnered significant attention, with several sizes selling out quickly. This rapid uptake highlights the dynamic nature of the sneaker industry and the enduring allure of Messi's brand. The anticipation for future iterations, possibly inspired by Miami's vibrant culture, suggests a promising trajectory for this collaboration.

Puma has enhanced its e-commerce strategy by using Google Cloud's AI tools to personalize product imagery, boosting click-through rates by 10% in India. This approach aims to strengthen Puma's brand presence in the U.S. and China, while also increasing average order value by 19%.

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

adidas

adidas introduced the CRAZYQUICK Lightstrike, its first padel shoe, launched on October 1, 2024. Designed for speed and agility, it features Lightstrike midsole, Sling-Frame construction, and multidirectional traction. Collaborating with top players, Adidas aims to enhance padel performance, supporting the sport's growth globally. Available online and in stores.

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

adidas introduces "Rolling Links" a capsule blending skateboarding style with golf apparel, available October 4. This unisex collection features polos, windshirts, and exclusive footwear, reflecting shared attributes of both sports. The collaboration highlights golf's evolving fashion, appealing to both skateboarders and golfers seeking unique, stylish options on the course.

Nike is focusing on revitalizing its running category, a key area where it has struggled. Despite new innovations and marketing efforts, analysts caution that it will take time to regain market share. Competitors like Hoka and On continue to lead, posing challenges for Nike's comeback strategy.

Generative AI is transforming marketing by enabling rapid, personalized content creation. Brands like Nike and Coca-Cola leverage AI for efficiency and engagement. However, human oversight is crucial to avoid missteps. Successful campaigns blend AI with creativity, ensuring authenticity and alignment with brand values. Proceed thoughtfully for optimal results.

The Branwyn Essential Racerback Sports Bra offers strong support and durability, ideal for high-impact activities. However, its thickness and slow drying time may cause discomfort during extended use. While it excels in odor resistance and sustainability, its lack of breathability makes it less suitable for intense physical activities.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiences and creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

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