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Styled Athletics Newsletter | Spring Into Action With the Hottest Gear

Plus, Gymshark’s NYC Flagship: The Future of Experiential Retail?

Author

Sophie Bruxner-Randall
20 Feb • Estimated Reading Time: 6 minutes

Welcome to Styled Athletics, your essential newsletter for marketers and eCommerce professionals in the athleisure industry.

🎤 Before We Get Into It…

🚀 eTail West 2025 is almost here! Want the inside track on game-changing trends, must-know insights, and key takeaways from the event?

Sector Spotlight 🎥

ATHLETIC STYLE SURGE

NikeSKIMS, born from the innovative collaboration between Nike and SKIMS, is set to disrupt the multi-billion dollar activewear market by elegantly fusing advanced athletic technology with a commitment to inclusivity. Debuting this spring, NikeSKIMS aims to transform women's sportswear through extended sizing that embraces diverse body types—a strategic decision that's as shrewd as it is timely. This move captures a growing consumer demand for inclusivity, serving as a critical differentiator for brands seeking to increase market penetration in the fiercely competitive activewear sector.

This collaboration showcases the foresight of integrating Nike’s technological edge with SKIMS' dedication to body positivity, forming not just a brand but a dynamic market influencer. The marriage of these industry titans highlights a societal shift towards broader representation and diversity, illustrating how such inclusivity can drive consumer loyalty while boosting stock confidence.

In this dynamic landscape, the NikeSKIMS partnership serves as a masterclass in leveraging brand power through innovative design. It underscores the necessity of aligning with evolving consumer values, forecasting a sweeping impact on the global sportswear domain by 2026. Brands not attuned to these consumer expectations may find themselves lagging, as inclusivity transcends superficial appeal, igniting market potential that’s both vast and vital.

RETAIL INNOVATION

Gymshark's debut US flagship at 11 Bond Street, New York, spanning four floors and 13,000 square feet, signifies a bold step in consumer engagement through events and workout studios. This strategic expansion in the styled athletics sector reveals the brand's drive for global recognition and market innovation in creating experiences.

ECOMMERCE STRATEGY EVOLUTION

Fabletics' adoption of Blue Yonder's SaaS solutions transforms supply chain efficiency, optimizing demand planning and inventory strategies. This initiative enhances process integration and sustainability, crucial in addressing contemporary challenges. With support by Plantensive, it strategically positions Fabletics for revenue growth and global expansion, anchoring its status in the evolving styled athletics market.

ECOMMERCE INSIGHTS

Kyrie Irving’s ANTA KAI 2 launch signals a bold move in sneaker innovation, highlighting the growing impact of athlete-led brand collaborations in the athleisure space. Meanwhile, partnerships like NikeSKIMS and Kith’s alliances with New Balance and On Running showcase how strategic co-branding is reshaping consumer engagement and eCommerce performance.

For athleisure marketers, these collaborations offer key insights into leveraging exclusivity, influencer-driven hype, and digital-first campaigns to drive brand loyalty and online sales. As competition intensifies, tapping into cultural moments and high-profile partnerships will be essential for maximizing visibility and consumer demand in the US sneaker market.

STYLED ATHLETICS BRAND

NBA Finals MVP Jaylen Brown partners with Oakley, marking his first brand alliance. This collaboration aligns with his 741 label, focusing on innovation, unity, and style. Brown will contribute to Oakley's product design and serve as brand ambassador, joining athletes like Patrick Mahomes, highlighting Oakley's commitment to sports and culture advancement.

Influencer Corner 📣

Jessie Healy: People may disagree with me, but I believe there is a pretty clear marketing playbook for growing an eCommerce brand

and yet it is surprising how many brands miss key parts of the playbook.

Here are the most common areas I see brands miss the mark:

Early stage eComm brands:
-No/few email flows in place
-No brand ads on Google
-Not enough reviews/no reviews on their website
-Not getting user generated video content (UGC) about their products to use in marketing
-Not realising they need to invest in creative
-Testing too many channels too early
-Poor understanding of their LTV and CAC
-Inaccurate tracking

Optimization Hub ⚙️

E-COMMERCE INSIGHTS

The digital advertising landscape in 2024 witnessed substantial growth, with programmatic ads dominating at 88% of impressions. Amazon led as the top advertiser, while single-image ads held a 50% share. Notable sectors included Services and E-commerce, with Personal Healthcare and Telecom emerging as new contenders.

CONSUMER ENGAGEMENT

Optimove's report unveils marketing fatigue solutions crucial for eCommerce in styled athletics. With 81% of consumers responding to personalized emails, it underscores the necessity of using AI, real-time analytics, and personalization. "Positionless" marketing—fusing data, creativity, and optimization—emerges as a transformative approach to elevate consumer engagement and drive success.

ECOMMERCE STRATEGIES

The 2025 FedEx eCommerce report underscores a critical market insight: 97% of consumers abandon purchases due to inconvenience, stressing the necessity of streamlined digital experiences. Essential consumer expectations include home delivery, free shipping, and real-time tracking. Within styled athletics, prioritizing convenience and seamless engagement can drive sustained consumer loyalty and competitive advantage.

Job Board 👩‍💻

Social Media Marketing

📍 Seattle, Washington, USA

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