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- Styled Athletics | American Eagle's Sydney Sweeney Ads Spark Controversy and Boost Shares
Styled Athletics | American Eagle's Sydney Sweeney Ads Spark Controversy and Boost Shares
PLUS, Issa Rae fronts Beyond Yoga’s new ‘Seek Beyond’ wellness campaign
Zihan Lyu
July 30, 2025
Welcome to Styled Athletics, your essential newsletter for marketers and eCommerce professionals in the athleisure industry.
Retail’s New Reality 🛍
Retail growth is no longer confined to brand .com websites. Fospha’s newest report shows customers are shopping across a fragmented mix of web, Amazon, and TikTok Shop, and the data proves it.
In their analysis of $176M in ad spend, Fospha’s research found that:
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But the report’s biggest finding? 42% of Amazon sales are influenced by ads on TikTok, Meta, Google, and Snap. Traditional tools miss this impact completely.
To solve this, Fospha built Halo. The report demonstrates how Halo’s daily, full-funnel measurement unifies .com and marketplace performance into a single view, capturing the true cross-channel impact of marketing with Unified ROAS [(Web + Amazon Revenue) / Channel Spend].
👉 Download Fospha’s Halo Report: Measure and Grow .com and Beyond to explore the full data and insights.
Sector Spotlight 🎥
MARKETING CAMPAIGN
 | Beyond Yoga introduces "Seek Beyond," a campaign led by Issa Rae, focusing on wellness through movement, mindfulness, and connection. Rae, embodying the brand's ethos, crafted a manifesto highlighting personal growth and authenticity. This campaign is strategically vital for marketing professionals, emphasizing consumer demand for genuine lifestyle integration in brand narratives. |
MARKETING CAMPAIGN
American Eagle's Sydney Sweeney ad campaign, highlighting 'great genes' and 'great jeans,' faced backlash for perceived eugenics undertones. The controversy, albeit negative, spurred publicity, boosting stock prices by 18%. Marketers must navigate cultural sensitivities, balancing attention-grabbing messaging with societal responsibility.
CORPORATE STRATEGY ADJUSTMENTS
Puma's shares plunged nearly 20% following the announcement of a sharp deterioration in trading, forcing a forecast of a full-year operating loss and revenue decline. The newly appointed CEO, Arthur Hoeld, plans to reset the company's strategy by optimizing sales channels, reducing discounts, and enhancing product offerings, starting with their Speedcat line. Marketing professionals should note the emphasis on revamping brand positioning and channel effectiveness to navigate downturns.
Performance Pulse 📈
RETAIL INNOVATION
Google's new feature in Chrome displays AI-generated summaries of online store reviews, accessible by tapping an info icon next to the URL. This tool, listing star ratings and summaries, offers consumers a straightforward view of retailer reputations. It's vital for brands to ensure positive Google reviews to influence purchase decisions, as this feature prominently highlights customer feedback during site visits.
DIGITAL MARKETING STRATEGIES
In times of economic uncertainty, maintaining marketing efforts on Pinterest is crucial for long-term success, as the platform reaches a broad, actively shopping audience.
By leveraging awareness campaigns, performance marketing solutions, and AI-driven tools, marketers can optimize engagement with high-intent shoppers while emphasizing value-based messaging to align with changing consumer budgets.
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