Weekly Newsletter - 23.05.2024

Styled Athletics Digest | Peloton's Revitalised Business Strategy and Fospha's Secrets of Scaling Brands

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STYLED ATHLETICS
23 May • Estimated Reading Time: 4 minutes

TRENDING NOW: THE LATEST IN ATHLEISURE NEWS

ACTIVE SWIMWEAR BRAND
From Lululemon Roots to Olympic Fame: The Rapid Rise of 'Left On Friday'
Left On Friday, founded by Lululemon veterans, has rapidly grown its premium active swimwear brand. Leveraging their expertise, they've expanded into new markets like Australia and are set to outfit Team Canada's Beach Volleyball team in the Olympics. Despite fundraising hurdles during COVID-19, they've successfully navigated supply chain challenges and are poised for a bright future with strategic marketing plans for 2024.
BRAND SPOTLIGHT: Peloton
Peloton Secures $850M JPMorgan Loan to Strengthen Financial Position Amid Declining Sales
Peloton Interactive Inc. partners with JPMorgan Chase to secure a new $850 million loan, aiming to refinance debt and stabilise finances. As Peloton faces a downturn in sales and workforce cuts, the loan's terms are under investor scrutiny, reflecting the company's efforts to navigate challenging market conditions and revitalise its business strategy.
RESEARCH REPORT BY FOSPHA
Elevating eCommerce: Secrets of Scaling Brands
This report spotlights 3 brands who have experienced explosive growth, including streetwear brand Represent, who scaled Paid Social to skyrocket revenue. Fospha, a marketing measurement platform for eCommerce, analyzed $1bn+ worth of ad spend to outline the strongest growth strategies for brands at every lifecycle stage. Fospha outlines how and when brands should diversify their channel, funnel and market mixes, presenting the approaches of the best optimized brands.
STRATEGIC EXPANSION
Saudi Arabia's Athleisure Expansion: A New Era of Sports and Style
Saudi Arabia's sports sector is booming, with a focus on women's participation and infrastructure investment. The athleisure market is set to soar, driven by social trends, health awareness, and government initiatives. With Adidas leading sales and local brands rising, the kingdom's youthful demographic and sports engagement present a lucrative opportunity for sportswear brands in the Middle East.
COLLABORATION: Lululemon x Levi's
Denim Alliance: Lulus and Levi's Unveil Joint Collection
Lulus collaborates with Levi's to launch 'Lulus Loves: Levi's,' a denim collection reflecting both brands' commitment to quality and style. Amidst declining revenues, this partnership aims to boost direct-to-consumer sales and enhance customer experience with exclusive events like denim customization. As Lulus and Levi's adapt to retail shifts, their strategic alliance fortifies their market positions, promising growth in the fashion industry.
INCLUSIVE ATHLEISURE BRAND: Zaecy
Zaecy's Ascent: Crafting Comfort in Athleisure
Founded by Parvathy A Krishnan, Zaecy is making strides in the athleisure market with a focus on inclusivity and affordability. Overcoming challenges, the brand emphasises employee incentives and work-life balance. With a vision to become a household name, Zaecy is committed to quality and customer satisfaction, leveraging the UAE's business-friendly environment for growth.
VINTAGE ATHLEISURE BRAND EXPANSION: Classic Football Shirts
Millenials Revolutionise Sports Apparel Industry
Classic Football Shirts, renowned for its vintage soccer jerseys, has secured a $40 million investment from The Chernin Group, enabling a U.S. store launch and online platform enhancements. Founders Bierton and Dale's dedication to authenticity and soccer history positions the company for significant growth in the burgeoning U.S. soccer market.

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