Weekly Newsletter - 11.28.2024

PLUS: BOSS Ski’s designs redefine winter fashion just in time for the holidays

Author

Priscilla Soedarpo
28 Nov • Estimated Reading Time: 8 minutes

THE LATEST IN ATHLEISURE NEWS

Welcome to Styled Athletics, your essential newsletter for marketers and e-commerce professionals in the athleisure industry. This Thanksgiving, with Black Friday just hours away, we’re here to help your campaigns sparkle and your sales shine!

What’s new this week:

🛍️ Black Friday Metrics: Jamie Bolton highlights benchmarking and advanced measurement for success.
👟 Dicks Sporting Goods: Humor and star power drive engaging holiday footwear campaigns.
🇺🇸 Sweaty Betty Expands: New stores in Chicago and D.C. boost U.S. presence.
🎿 BOSS Ski AW24: Eco-friendly performance wear inspired by the Alps.
⚽ AS Roma x adidas Originals: Iconic 90s football style reimagined for fans.

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Dick’s Sporting Goods

In a recent episode of WWD Voices, Emily Silver, the chief marketing officer at Dicks Sporting Goods, shared insights into the retailer's holiday marketing strategies. Silver emphasized the pivotal role of footwear in driving business, highlighting a dedicated television spot and holiday catalog featuring popular styles like the Nike Dunk and Adidas Samba. This focus on footwear is part of a broader strategy to capture consumer demand during the holiday season, with brands such as On, Hoka, and New Balance poised to attract attention.

Silver also discussed the integration of humor into Dicks' marketing campaigns, a strategic move aimed at creating a light-hearted and engaging consumer experience. The retailer's larger holiday advertisement, featuring NFL legend JJ Watt and his family, humorously explores the dynamics of family shopping trips. This approach not only aligns with the playful nature of sports but also aims to foster a positive emotional connection with consumers.

The decision to incorporate humor reflects a broader industry trend towards more relatable and entertaining marketing content. By leveraging humor, Dicks Sporting Goods seeks to differentiate itself in a competitive market, enhancing brand appeal and consumer engagement. Silver's insights underscore the importance of innovation and adaptability in marketing, as retailers navigate the evolving landscape of consumer preferences and industry dynamics.

Sweaty Betty, a London-based fitness apparel brand, has opened its first U.S. stores in Chicago and Washington, D.C. This expansion marks a strategic move to enhance its global presence. The brand, acquired by Wolverine World Wide, aims to connect with new communities and offer exclusive products.

Feast of Influence 🥧

Tara Jackson on LinkedIn: It’s one of best weeks of the year for so many #ecommerce brands but it does also mark one of the busiest periods of the year

Here are 3 key stats that we pulled from Black Friday last year: 

🤯 Record online spending: In 2023, U.S. consumers spent over $9 billion online on Black Friday alone

📲 Mobile shopping surge with over 50% of all Black Friday online sales in 2023 coming from mobile devices — the easiest way for people to shop these days 

📈 Growth in 'Buy Now, Pay Later' especially for larger purchases, showing that more shoppers are spreading the cost of their holiday spending. 

Jake Abrams on LinkedIn: Harsh DTC growth truth

Optimizing your 7DC Meta CPA is only half the job.

- You need to build the ecosystem of people who know you
- You need to get tastemakers to hype you
- You need to seriously grow 1 organic channel
- You need answer every objection on your site
- You need to delight customers & get them to come back

STOP treating growth like a transactional sales funnel.
START building a brand that your audience knows, trusts, and loves.

James Gray on LinkedIn: The reactions to Jaguar and Spurs’ (expensive) rebrands this week been pretty negative…

Spurs removed the only title they've had and Jag, well, some commentary suggests they've essentially pivoted and become a new vegan cosmetics brand targeting Gen-Z... thoughts?

BOSS

BOSS Ski's Autumn-Winter 2024 collection marries elegance with performance, offering innovative, eco-friendly materials and stylish designs inspired by the Alps. Key features include ergonomic ski suits, high-tech accessories, and après-ski wear. BOSS's commitment to sustainability and winter sports is highlighted by their partnership with the Hahnenkamm races.

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Under Armour

Under Armour's Velociti Elite 3, worn by Sharon Lokedi at the NYC Marathon, will release in 2026. This innovative shoe is lighter, featuring a carbon fiber plate and Hovr midsole. The brand continues to refine it with Lokedi's input, promising advancements for running enthusiasts.

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns. 

AS Roma and adidas Originals have launched a nostalgic collection inspired by the 1993 kit, featuring the iconic trefoil and Lupetto logos. This five-piece drop includes a carmine red shirt, a navy tracksuit, and Gazelle sneakers, appealing to fans' love for classic football aesthetics. Available November 22.

Tommy Bahama is expanding in Sarasota, Florida, with a new combined restaurant, bar, and store opening in early 2025 at 465 John Ringling Boulevard. This 11,000-square-foot space will reunite dining and retail, enhancing the brand's presence in St. Armands Circle, a key location since 1996.

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

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