Weekly Newsletter - 09.19.2024

PLUS: Digital Marketing Trends for 2024 & Shai Gilgeous-Alexander’s Sneaker Deal

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STYLED ATHLETICS
19 Sep • Estimated Reading Time: 6 minutes

THE LATEST IN ATHLEISURE NEWS

Fospha's latest report, "The State of E-Commerce H2 2024", reveals crucial trends that will shape your marketing strategy. What's inside:
📱 How the major platforms' KPIs have trended in 2024, and where you should be investing.
🚀 How to access Paid Social's huge scaling potential.
✨ The most effective Google channel of 2024.
🎯 Full-funnel strategies for Meta, TikTok and Snapchat
Let's break down the platform-specific insights:

  • TikTok: Emerging as a powerhouse for efficient new customer acquisition

  • Meta: Maintaining strong performance with competitive CAC

  • Snapchat: Experiencing rapid growth, particularly effective during peak shopping periods

These findings underscore how impactful platforms like Meta, TikTok and Snapchat continue to be for driving sales - yet how underinvested they remain. It's incredible to see that brands can triple spend in Paid Social before becoming unprofitable. Success now lies in diversifying across the entire funnel, understanding the nuances of each platform, and continuously optimizing to unlock more scaling potential.

Tiger Woods has expanded his Sun Day Red collection to include a new line of golf polos, launching today. The 14 classic-fit shirts are part of the Sun Day Red Heritage line, designed to maximize swing radius while offering a blend of slim and roomy fits. Woods emphasized a slightly longer tail to ensure the shirt can be tucked in without bulkiness. These polos are intended to pair with Sun Day Red's Dynam pants, featuring a silicone-banded waistband to keep the shirt tucked in, a requirement on many golf courses.
The shirts are crafted from polyester-spandex fabrics, providing stretch and water resistance. They also include collar stays for proper positioning and pearl buttons, with the top button designed to be left undone. Woods personally tested multiple versions to achieve the ideal balance of lightweight and absorbency, suitable for various playing conditions. Each design features the Sun Day Red logo, a leaping tiger with 15 stripes, symbolizing Woods' major wins. The shirts will retail for $115.
Woods launched Sun Day Red in May after ending a 27-year partnership with Nike. The brand, developed in collaboration with TaylorMade, is marketed as an athluxury line of golf, training, and lifestyle apparel. Initially focusing on menswear, the collection plans to expand into womenswear, footwear, and kids' collections, available exclusively on SunDayRed.com. This strategic move highlights Woods' commitment to innovation and quality in golf apparel.
Virgin Active's new campaign, "Leave The Cult, Join The Club" challenges toxic wellness trends and fake fitness influencers. Created by We Are Pi, the campaign features a gritty 50-second spot and will run across multiple platforms globally. The message: embrace genuine fitness and wellbeing at Virgin Active gyms.
WPP and Coca-Cola topped the 2024 Cannes Lions creative charts, with Coca-Cola winning 17 awards. WPP was named Creative Company of the Year. Heineken and Apple followed in the rankings. The United States was the most creative country. The LIONS Creativity Report highlights impactful creativity driving growth.

Converse

Shai Gilgeous-Alexander, nearing the end of his Converse deal, will remain the brand's face and Creative Director. The NBA star, who had an MVP-caliber season, will launch his own sneaker line in 2025. Shai's journey from Kentucky to the Thunder highlights his elite talent and marketability.

The North Face

The North Face's new campaign, "We Play Different" celebrates its connection to extreme sports, featuring freeclimber Alex Honold. The ad highlights activities like mountaineering and skiing, contrasting with consumer-focused rivals. This platform will guide future brand communications, reinforcing their "Never Stop Exploring" message.
Shopify partners with Roblox to integrate in-game shopping, allowing brands to sell physical items directly within the game. This collaboration targets Roblox's 80 million daily users, with a full launch in 2025. Shopify's president highlights the endless possibilities, emphasizing the future of immersive commerce in the digital world.
Athleisure blends athletic gear with leisurewear, creating versatile, stylish outfits. Popular brands like Varley and Lululemon lead this trend, with high street labels following. Key pieces include trainers, cashmere hoodies, and side-stripe track pants. This trend offers a chic, comfortable alternative to traditional fashion, perfect for modern, active lifestyles.
We Are Social's new study highlights five trends reshaping brand-creator collaborations: creators reinventing themselves, relatable realism, influential allies, credible creativity, and extreme influence. Brands should adapt to these shifts, partnering with creators through lifestyle changes and focusing on relevant, stable content over aspirational luxury

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