NikeSkims Goes Live, Women At The Center

Styled Athletics

Here's what's happening this week in the world of styled athletics:
- NikeSkims sets launch date and full rollout details
- Lululemon accelerates newness to fix flat assortments
- Alo’s playbook: influence, experiences, digital-first growth
- Investors eye Nike’s women’s pivot and valuation risk
- US athleisure demand rises on versatility and sustainability

⏱️Why Finance and Marketing Measure Growth Differently and How to Bridge the Gap?

At eTail™ Connect West, Fospha’s VP of Growth Jamie Bolton hosted a panel with leading retail brands on the future of measurement. Three themes stood out:

• No single model is enough: Teams combine MTA, MMM, and incrementality for a fuller picture.

• Finance vs. marketing tension: Finance demands proof; marketers need daily direction.

• Speed vs. rigor: Annual MMM updates can’t keep pace with weekly budget shifts.

👉 Fospha closes that gap - the only full-funnel MMM delivering daily, ad-level insights built for teams to grow DTC, Amazon & Beyond.

📌WEEKLY MUST-KNOWS

PRODUCT LAUNCH
NikeSkims Sets Launch Date Of Sept. 26

Nike and Skims will launch a 58-style women's performance and lifestyle line on Sept. 26, marking Nike's first co-created brand to win back female consumers. Seven collections blend Dri-FIT with Skims compression and inclusive sizing, signaling a bold repositioning toward performance-meets-style. Expect competitive pressure on Lululemon, Alo and others, and a heavy athlete-plus-influencer push to drive demand.

TURNAROUND STRATEGY
Lululemon’s ‘Downward Spiral’ — And How The Brand Plans To Break Out Of It

Lululemon admitted predictable assortments and color misses amid North America comp declines and will lift new styles to 35% of its mix by spring. The signal: high-priced athleisure still sells, but novelty and relevance drive conversion under inflation pressure. Watch merchandising cadence, size breadth and markdown discipline as levers to re-ignite growth.

MARKETING STRATEGY
Alo Yoga Marketing Strategy (2025)

Alo leans on influencer partnerships, experiential moments (Alo House) and digital-first engagement, extending into platforms like Roblox to blend lifestyle with commerce. Objectives include personalization, eco-friendly production and international retail expansion. For DTC leaders, it's a template for building community equity that powers top-of-funnel and retention.

COLLAB LAUNCH
Look Out For André Saraiva’s Graffiti Art On The Slopes

Skiwear brand Elho drops an André Saraiva capsule Oct. 2, tagging performance jackets and layers with Mr. A, plus recycled-down novelties for Winter 25-26. The art-meets-performance play shows how capsules can refresh category relevance and recruit younger, style-led consumers. Expect PR value and limited-drop energy to drive demand without deep promo.

📅Smartly Advances NYD: Why AI Means More Creativity, Not Less

At Smartly Advanced NYC, Fospha's CEO Sam Carter and CPO Dom Devlin joined industry leaders to debate the role of AI in growth.

The takeaway? From platforms to creators, the consensus is clear: AI isn’t about replacing jobs. It’s about extending human creativity and unlocking new opportunities for marketers to grow.

Watch Sam's perspective from the event 

⚡QUICK READS

Trail Blazers: How Sports Labels Build Communities: Hoka’s Ningbo “Flying Run Carnival” blended paired-trail formats, women-first support and forums, signaling community equity as a retention moat in China’s run category.(More)

US Athleisure Growth Drivers Signal Versatility Demand: Press release flags sustained US athleisure growth on comfort, eco-fabrics and DTC access, reinforcing investment in sustainable materials and omnichannel velocity.(More)

Brand Values Still Sway Sneaker Buyers: BOF notes consumers still buy on values; NikeSkims’ athlete-plus-Kim K mix shows performance-lifestyle crossovers work when authenticity reads true.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division