Weekly Newsletter - 15.08.2024

Explore Primark X Kappa's Hot New Sportswear Collection and Dive into Gymshark’s Big Move with Whitney Simmons as Creative Director

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STYLED ATHLETICS
15 Aug • Estimated Reading Time: 7 minutes

THE LATEST IN ATHLEISURE NEWS

Your competitors are crushing it on TikTok, are you?
Have you finalized your marketing budget for the upcoming peak shopping season? Before you commit, consider this: TikTok has proven to be a game-changer in the eCommerce space that marketers cannot afford to ignore.
Every athleisure marketer dreams of maximum visibility and conversions during peak shopping periods. While this goal remains constant, the playing field is evolving rapidly.
Numerous brands have already tapped into TikTok’s potential. In fact, Fospha reports that TikTok commands an average of 10% of its customers’ marketing budgets, a clear indicator of its growing significance.
What makes TikTok unique is its ability to attract new customers - 70% of purchases driven by TikTok come from first-time buyers. To truly leverage this platform, brands must create trend-driven and organic-in-appearance content that authentically resonates with TikTok's vibrant culture.
However, measuring the true impact of TikTok presents a challenge. Traditional metrics often undervalue its contribution to a brand's overall success. Fospha’s analysis suggests that TikTok deserves 22X more credit than traditional methods suggest.
This dynamic platform has the power to drive exceptional results for your brand if you adopt a strategic approach and refine your measurement techniques.

We’re curious to know how much of your marketing budget you’re planning to allocate to TikTok Ads for the upcoming peak season

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Primark X Kappa

Primark has teamed up with Italian sportswear giant Kappa to unveil a 30-piece collection that seamlessly blends high-performance sportswear with contemporary fashion trends. This exciting range, set to hit Primark stores across 16 markets this month, includes a variety of items from hoodies and seamless sets to accessories for both women and men. Designed with breathability and moisture-wicking technology, the collection offers casual options like half-zip sweatshirts and shirts, as well as activewear pieces such as seamless co-ords and unitards.
The collaboration extends beyond gym essentials, featuring a wide array of accessories including weekender and cross-body bags, sliders, and socks. Prices are accessible, starting at $6 for accessories and going up to $33 for clothing. Primark, which entered the licensed clothing market in 2011 with its Disney range, views this partnership as a significant step in expanding its sports license offerings. Sarah Jackson, Primark's director of licensing, expressed her excitement about the collaboration, emphasizing the blend of comfort and functionality in the new range.
Kappa CEO Davide Piccolo echoed this enthusiasm, highlighting the opportunity to engage with the Gen Z audience by merging Kappa's sportswear heritage with Primark's global reach. He noted that this capsule collection aims to deliver innovative and stylish activewear that resonates with young people. This partnership marks the beginning of what both companies hope will be a fruitful collaboration, bringing more affordable and trendy choices to consumers.
As Primark continues to grow its sports license ranges, this collaboration with Kappa represents a strategic move to capture the dynamic and ever-evolving market of sportswear. The collection not only underscores Primark's commitment to offering high-quality, affordable fashion but also positions both brands to leverage contemporary trends and meet the demands of a younger, style-conscious audience.

Speedo on LinkedIn: #gofullspeedo #teamspeedo

Speedo USA has wrapped an action-packed trip to Indianapolis for the U.S. Olympic Team Trials! Athletes showed ultimate commitment and resilience as they stepped on the biggest stage in front of record-breaking crowds of 22,000+ fans.

Gymshark

Gymshark has appointed fitness influencer Whitney Simmons as the creative director for its Adapt line. Simmons, with over 4 million Instagram followers, will collaborate with the product team to innovate and enhance the Adapt collections. Gymshark praises her commitment to community and body confidence, anticipating significant impact.
LeBron James debuted his new Nike LeBron 22 shoes during Team USA's quarterfinal game against Brazil. The shoes feature handwritten tributes to his hometown, family, and friends. Designed in collaboration with Monopoly, they are expected to release during the holidays, priced around $180-190. LeBron's performance remains stellar.
Arcteryx and Skip have unveiled MOGO, the world's first powered pants, enhancing leg strength by 40% for hikers. Utilizing wearable robotics, these pants support mobility, reduce pain, and increase stamina. Available for reservation in July 2024, MOGO aims to revolutionize outdoor experiences for those with mobility challenges.
Simone Biles' recent success at the Paris Olympics, where she secured four additional medals, has not only solidified her status as the most decorated American gymnast but also significantly boosted the visibility of GK Elite, a company specializing in American-made athletic apparel. Historically, GK Elite supplied apparel for larger Olympic sponsors like Under Armour. However, the Tokyo Olympics marked a turning point when the GK Elite logo appeared on Team USA's leotards, leading to an 800% increase in social media followers.
This surge in attention has translated into tangible business growth for GK Elite. The company, which has partnered with U.S. gymnastics for over two decades, is now directly engaging with parents and young athletes inspired by Biles' performances. This direct engagement is crucial for fostering a new generation of gymnasts and expanding the brand's market reach.
The impact of Biles' endorsement extends beyond immediate sales. It highlights a growing trend towards supporting American-made products, particularly in the athletic apparel sector. As consumers become more conscious of the origins of their purchases, companies like GK Elite stand to benefit from this shift in consumer behavior.
Looking ahead, the continued success of athletes like Simone Biles and their association with American-made brands could drive further growth and innovation in the industry. This trend underscores the potential for domestic manufacturers to capitalize on national pride and the achievements of homegrown talent.

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