Styled Athletics | A Ma Maniére x Jordan 6 Anchors Holiday Drop Plans.

Styled Athletics

This week, here’s what’s happening in the world of styled athletics:
- Under Armour tightens assortments as tariffs bite.
- Nike strengthens UK retail presence with London concession store set to open this Fall
- Fabletics leans into lifestyle via Becky G capsule.
- Off-White x Nike AF1 readies for fall hype.
- A Ma Maniére x Jordan 6 anchors holiday drop plans.

⏱️THE MINUTE READ

At eTail Boston 2025, Fospha’s Chief Product Officer Dom Devlin joined leaders from Ahold Delhaize, Fleet Feet and Bonsai to tackle one of marketing’s most expensive blind spots: how brands measure performance across channels.

Too many brands still skew budgets toward the final click - because that’s the only place their reporting gives them certainty, all while under-funding the demand generation that actually drives long-term growth. Fleet Feet’s Tiffany Lee shared how cutting upper-funnel spend for just eight months saw new customer acquisition drop sharply, only recovering once awareness campaigns were restored.

Dom added another layer: the marketplace blind spot. Fospha’s data shows 42% of Amazon sales are influenced by non-Amazon ads - yet most reporting tools treat those sales as “organic,” meaning the channels that triggered the purchase never get the credit. Without that visibility, key growth drivers are left under-invested.

This is where Fospha’s Halo capability comes in - bringing DTC and marketplace sales into one Unified ROAS metric. It allows brands to see the true impact of channels like TikTok, Meta, and YouTube across all revenue streams, not just their own sites, and make confident, evidence-based decisions about where to spend next.

🔎 Read the full session insights to see all the panel’s takeaways on full-funnel measurement and closing marketplace gaps

📥️ Explore Fospha’s Halo Report to uncover how brands like Nécessaire used it to beat their Prime Day benchmarks by 47%

📌WEEKLY MUST-KNOWS

INFLUENCER STRATEGY
Fabletics And Becky G Relaunch Lifestyle Capsule To Broaden Reach
Fabletics and Becky G dropped a second capsule blending activewear with summer dresses, signaling a push beyond performance into lifestyle adjacency. The playbook: creator‑led storytelling, expanded silhouettes, and culturally resonant positioning to unlock new customer acquisition and LTV. Useful for teams calibrating creator ROI, product mix, and content to drive incremental baskets.

EARNINGS AND STRATEGY
Under Armour Q2: Brand Reset, SKU Cuts, And Tariff Headwinds
Under Armour met revenue expectations but posted a 4.2% YoY sales decline and guided below consensus as North America wholesale and e‑commerce softened. Management is cutting SKUs ~25% and materials ~30% to rebuild pricing power while warning new tariffs create a ~$100m cost headwind, likely halving profitability vs. last year. Implication: near‑term promotions and margin pressure; longer‑term bet on tighter assortments, premiumization, and brand marketing.

RETAIL EXPANSION STRATEGY
Nike Strengthens UK Retail Presence with London Concession Store Set to Open this Fall
Nike will open a new concession store in London this autumn, reinforcing its UK retail footprint. The move signals a push towards high-traffic, premium retail locations, offering marketers and retail planners insight into how strategic physical presence can complement digital growth in driving brand engagement and sales.

⚡QUICK READS

Off-White And Nike Air Force 1 “Sesame” Drops This Fall: Limited AF1 collab lands Fall 2025 at $150—prep waitlists, SMS, and seeding to capture hype and mitigate resale leakage. (More)

A Ma Maniére And Jordan 6 Land In December: Two colorways at ~$225 expected to sell through—align holiday calendars, tiered access, and allocation to convert pent‑up demand. (More)

Warrior And CHL Debut Fully Recycled Jerseys: A fully sustainable jersey rollout signals rising expectations for circular materials in performance wear—audit supplier claims and update sustainability comms. (More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division