Weekly Newsletter - 10.24.2024

PLUS: Movember X Coopah’s Film to Inspire Running for Mental Health

Author

Priscilla Soedarpo
24 Oct • Estimated Reading Time: 6 minutes

THE LATEST IN ATHLEISURE NEWS

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods.

Read the full interview to learn more about Seraphine’s approach!

Municipal

Mark Wahlberg's Municipal brand has unveiled its latest innovation in footwear with the Sportcross ATG All-Terrain Golf shoe, marking the brand's third model. This new release is a testament to over three years of meticulous product development, blending the functionalities of outdoor trail running and golf footwear. The shoe is equipped with Municipal's proprietary M.Float Comfort System, which ingeniously combines various compound densities, including rubber, memory foam, and latex, to ensure optimal comfort and performance. Additionally, the shoe's multi-material construction features Crossdry 360 waterproofing and Tricluster Grip Tech, providing cleat-like traction with a sneaker-like feel.

Municipal's strategic focus on footwear follows the successful launch of its Origin sneaker model in partnership with StreetTrend. This collaboration has been pivotal, with Wahlberg's significant minority investment in StreetTrend in 2022, positioning Municipal as a formidable player in the sneaker market. The brand's commitment to innovation is evident in its product pipeline, with plans for continuous releases through 2025.

The Sportcross ATG, retailing at $189, exemplifies Municipal's dedication to fusing style, versatility, and performance. As the brand continues to set high standards, it remains committed to delivering value and innovation, challenging industry norms and expectations. This strategic approach underscores Municipal's ambition to redefine the footwear landscape with products that resonate with consumers seeking both functionality and style.

Movember and Coopah's film highlights the impact of running on mental health. Featuring ten runners affected by suicide, cancer, or mental health issues, the film encourages open conversations. The Move for Movember challenge promotes running or walking 60km, symbolizing the 60 men lost to suicide every hour globally.

LEADING VOICES 📣

Sam Carter on TikTok for Business

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND.

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Nike is expanding its All Conditions Gear (ACG) line, focusing on outdoor products like hiking gear to drive growth. Executives Heidi ONeill and Craig Williams announced increased investment in ACG, emphasizing global and city team involvement. Strategy details remain under development, highlighting Nike's commitment to innovation and market expansion.

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

Superdry

Superdry is launching a new concept store, Athletic Essentials, targeting Gen Z at Westfield London. This initiative is part of its turnaround strategy, focusing on modern loungewear with vintage vibes. The brand also partnered with Next for a kids' collection, reflecting its innovative growth efforts.

Trail Creek Outfitters faces challenges with declining revenue and online competition but sees growth in travel products and women's apparel. They're adapting by focusing on lifestyle brands and introducing L.L. Bean. Optimistic for holiday sales, they emphasize customer service and innovative marketing to attract in-store shoppers.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

Rab and Grangers have formed a strategic partnership to enhance outdoor gear performance and sustainability. Launching in Autumn/Winter 2025, their collaboration introduces Grangers Down Defend, a hydrophobic down treatment. This innovation promises improved warmth and durability, aligning with both brands' commitment to environmental responsibility and superior outdoor experiences.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

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