Weekly Newsletter - 22.08.2024

From Adidas at Paris 2024, NY Yankees' new collab and navigating viral trends

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STYLED ATHLETICS
22 Aug • Estimated Reading Time: 5 minutes

THE LATEST IN ATHLEISURE NEWS

TikTok has emerged as a game-changing platform for athleisure marketers, particularly during high-interest periods like New Year's resolutions or summer body goals, offering unique opportunities for brand building and customer engagement in the active lifestyle space.
Represent, a contemporary streetwear brand, achieved a 71% year-over-year blended revenue growth for November by increasing their TikTok spend 2.3 times, and seeing a 28% growth in TikTok-attributed monthly revenue in Q1 2024.
During peak periods, athleisure brands are leveraging TikTok's ability to turn simple workout routines or product showcases into viral sensations, fostering a community of loyal fitness enthusiasts.
As athleisure brands navigate this new social media marketing landscape, the question arises: are you ready to follow Represent's lead and unlock TikTok's full potential to elevate your marketing strategy and connect with customers on a deeper level?

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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The Paralympic Games have seen a dramatic increase in global viewership, from 1.8 billion in Athens 2004 to an anticipated 4.25 billion for Tokyo 2020, with the International Paralympic Committee's strategic use of digital platforms, particularly TikTok, playing a crucial role in this growth.
The Paralympics' official TikTok account has become a polarizing phenomenon, gaining over 3.7 million followers with its unique blend of athlete highlights, behind-the-scenes moments, and meme-inspired content. While praised for increasing visibility and normalizing disability, the account has also faced criticism for potentially trivializing athletes' experiences, highlighting the complexities of balancing representation, inclusivity, and humor in digital marketing.
The IPC emphasizes that the account, managed by a Paralympian, aims to blend humor with celebration while educating a wider audience about Paralympic sports and athletes' achievements. As social media platforms become increasingly central to fan engagement and sports marketing, the Paralympics TikTok account offers valuable lessons on striking a balance between entertainment, education, and authentic representation.
As the 2024 Paris Games get underway, how will brands navigate the delicate balance between innovation and responsible representation in their digital strategies?

Adidas

Adidas embraces competition at Paris 2024, sponsoring over 850 athletes and 11 NOCs. The brand launched 49 shoes across 41 disciplines, showcasing its commitment to diverse sports. CEO Bjorn Gulden emphasizes overinvestment in marketing, aiming to solidify Adidas as the premier sports brand during the Olympics and Paralympics.

New York of Nowhere

New York or Nowhere has partnered with the Yankees to launch a co-branded athleisure collection. This collaboration follows their successful partnership with the Knicks. Cofounder Quincy Moore highlights the brand's unique blend of sports merchandise and athleisure, aiming to replicate their previous success with the Yankees' iconic status.
Sportswear brands have secured Gen Z loyalty through quality, durability, and lifestyle integration. Despite economic challenges, Gen Z prioritizes branded sportswear for its perceived value and emotional connection. This trend, driven by health and wellness focus, suggests other sectors could benefit from similar community-building strategies.
Extra Butter collaborates with Brooks on the Cascadia 18, infusing the trail running sneaker with a city-inspired design. Featuring splash graphics, tonal blue and grey hues, and a cant-yellow look, the shoe combines style with functionality. Available now, it boasts DNA Loft v2 foam and a TrailTack Green outsole.
Brands are rapidly adopting viral internet phrases like "very demure" to stay culturally relevant. While this can boost engagement, experts caution that not all brands should follow suit. Successful integration requires alignment with brand identity and consumer ethos, ensuring authenticity and avoiding the risk of seeming out of touch.

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