Weekly Newsletter - 29.08.2024

Discover how Lululemon is changing the game in golf, Nike’s battle to regain market dominance, and Castore’s billion-dollar rise

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STYLED ATHLETICS
29 Aug • Estimated Reading Time: 4 minutes

THE LATEST IN ATHLEISURE NEWS

Australian Golf Digest

Lululemon, a global leader in technical apparel, has made significant strides in the golf apparel market. Founded in Vancouver in 1998, the brand has expanded to 655 stores worldwide, including locations in Sydney, Melbourne, New York, and Tokyo. Initially known for its yoga wear, Lululemon has now fully embraced golf, introducing a range of innovative products designed for the sport.
The brand's commitment to research and development is evident in its collaboration with Min Woo Lee, its first PGA Tour ambassador. Lee participated in rigorous testing at Lululemon's Vancouver headquarters, where he experienced various simulated golf conditions. This research has led to the creation of advanced golf apparel, such as the ShowZero Polo, which minimizes sweat appearance, and the ABC Slim Fit Golf Trouser, featuring integrated ventilation and stretch fabric.
Lululemon's new golf line also includes the City-To-Hike Waterproof Jacket, designed for both urban and golf settings, and the Evolution Long Sleeve Polo, which boasts sweat-wicking and quick-drying properties. The ABC Classic-Fit Golf Short is another standout, offering durability and style suitable for Australia's warm climate.
Lululemon's approach to golf apparel aligns with its broader mission of promoting active living and mindfulness. By combining technical performance with a fashion-forward look, the brand aims to earn the trust of golfers worldwide, demonstrating its expertise and commitment to quality.
Nike, once a leader in sports innovation and marketing, faces challenges from competitors like HOKA and On. Recent sales declines and lack of groundbreaking products have hurt its market position. Experts suggest Nike must revamp its innovation strategy and reconnect with consumers to regain its former glory.

ISPO

Female-led brands like Astrid Wild, Kari Traa, and Jeanne Baret are revolutionizing women's outdoor fashion with inclusive designs, sustainability, and ethical production. These companies focus on fit, functionality, and style, setting new standards in the industry. Their innovative approaches are reshaping the market for female athletes.
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.
Siroko, a Spanish activewear company, boosted sales and reduced CPA by adopting Fospha's multi-touch attribution model. This approach revealed TikTok's significant impact, attributing 9.5 times more conversions than the last-click model. Consequently, TikTok conversions surged by 177%, and efficiency improved by 30%, doubling their ROAS.
TikTok is revolutionizing peak season marketing, driving engagement and conversions through its unique blend of community, commerce, and entertainment. Brands should adopt a full-funnel approach, leveraging TikTok's advertising solutions to capture attention and influence purchasing decisions. This strategy promises significant business outcomes during the festive season.

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