Weekly Newsletter - 18.07.2024

Prime Day 2024: A Blueprint for Athleisure Marketing Success

Author

STYLED ATHLETICS
18 Jul • Estimated Reading Time: 6 minutes

THE LATEST IN ATHLEISURE NEWS

The global DTC athleisure market is projected to reach $549.41 billion by 2028. Amazon Prime Day 2024 set new records with $14.2 billion in sales, up 6.1% from last year, offering valuable lessons for year-round marketing strategies.
Prime Day's success highlights the effectiveness of urgency, exclusivity, and bundling. Nutrimuscle's TikTok campaign, powered by Fospha's insights, exemplifies successful integration of these tactics, achieving 5X growth in channel revenue and an 18% increase in conversions year-over-year 🤯.
This aligns with broader trends, as Influencer Marketing Hub projects TikTok's ad revenues will triple to $11.64 billion in 2024.
👉 Why It Matters: Athleisure brands can maintain the excitement of Prime Day throughout the year by incorporating these strategies into their long-term plans. Success lies in learning from major shopping events, investing in top-funnel marketing, and adopting emerging trends like sustainability, personalization, AR try-ons, and live shopping events.
This balanced, data-driven approach ensures success not only during peak shopping periods but also builds lasting brand value in the rapidly growing athleisure market.
Sports and athleisure brands are capitalizing on TikTok Shop's engaged community, driving significant sales growth. Puma saw a 737% revenue increase in one week by leveraging TikTok's e-commerce tools and influencer partnerships.
Brands like Sports Direct and Sweaty Betty are also thriving, using TikTok to connect with sports fans and boost sales. TikTok's vibrant sports culture offers brands a unique platform to convert views into purchases.
👉️ Why It Matters: TikTok is rapidly becoming a very profitable place for sports brands, offering a vibrant and active sports culture that can turn views and impressions into purchases. The platform’s advances in measuring marketing ROI via through attribution partners like Fospha, has made it easier for marketers to diligently invest in top-of-funnel and brand building.
MARTA KOSTYUK’S WIBELDON KIT: THE DRESS THAT TUERNED HEADS
Is this a Wedding Dress? No Its Tennis Fashion at Its Peak! 🎾
Marta Kostyuk’s Wimbledon kit, designed by Wilson, has been turning heads and sparking conversations. This unique ensemble, reminiscent of a wedding dress, brought a fresh and bold look to the prestigious tournament. The outfit’s design, featuring elegant lace and a classic white theme, showcases a blend of traditional Wimbledon fashion with a modern twist. Fans and fashion critics alike have been buzzing about this daring choice, making it one of the standout moments of the event. Kostyuk’s style on the court proves that tennis fashion can be as exciting and unpredictable as the game itself
Nike collaborates with the Centre Pompidou to celebrate sport and culture in Paris. The Art of Victory exhibition will highlight Nike Air innovation and transform the iconic façade into a canvas for sport stories. This partnership underscores Nike's commitment to boldness and innovation, offering immersive experiences and public art engagements.
Celebrities are capitalizing on the booming activewear trend by launching their own lines. Brands like Ivy Park by Beyoncé, Fabletics by Kate Hudson, and Yeezy by Kanye West blend style with functionality. This trend highlights the significant influence celebrities have in shaping fashion and consumer choices, driving the activewear market's growth.
Gymshark plans to expand its retail presence in the US and Europe following the success of its London flagship store. The brand aims to open stores in key locations that align with its values and customer base. This strategy includes unique store designs and community-building initiatives to enhance brand visibility and customer engagement.
Outdoor Voices introduces a new running line emphasizing fun and casual exercise. Founder Tyler Haney aims to inspire daily activity with versatile apparel. The collection features innovative materials and a collaboration with Hoka. With a strong social media presence and community events, Outdoor Voices promotes an inclusive, active lifestyle.

Which trend do you think will have the biggest impact on the sports and athleisure industry in the next year?

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