Weekly Newsletter - 11.7.2024

PLUS: Champion's MoMA collaboration & Decathlon's global buy-back push

Author

Rachael Kennedy
07 Nov • Estimated Reading Time: 7 minutes

THE LATEST IN ATHLEISURE NEWS

EDITOR’S PICK 📖

YouTube surpasses forecasts in Alphabet's Q3 earnings call

Google parent Alphabet's Q3 earnings call revealed YouTube's impressive performance, bringing in nearly $9b in ad revenue—a 12.2% increase year-over-year. This substantial growth, typically undisclosed by Alphabet, signals the platform's rising dominance in digital advertising.

👉 Fospha highlighted this upward trend in their their latest report, identifying YouTube as the second-fastest-growing ad channel for eCom brands by ad spend.

While YouTube currently reports the highest CPA among Google channels as brands adapt and optimize their campaigns, its increasing popularity reflects a broader shift toward brand-building channels for long-term growth. The platform's potential for driving brand growth makes it one to watch in coming quarters.

Decathlon's global campaign promotes its Buy Back service, encouraging customers to return unused sports gear for vouchers or cashback. The initiative, highlighted by a film featuring personified equipment, aims to give forgotten items a new life. Available in multiple formats, it will expand across EU markets by 2024.

Champion has teamed up with the MoMA Design Store for a new collection, celebrating the brand's legacy in custom and collegiate apparel. This collaboration draws inspiration from Champion's New York archives and Kansas City facilities, showcasing iconic designs like satin bomber jackets and university cardigans.

The MoMA Design Store aims to honor Champion's history while adding its unique touch to these classic pieces.

Collaborations between fashion brands and museums are becoming more common, as seen with the Metropolitan Museum of Art's partnerships. These ventures highlight the evolving landscape of fashion and museum collaborations, offering fresh perspectives on classic designs.

As political ads have flooded media channels, where have you focused your marketing efforts?

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Adidas has once again surpassed expectations, reporting a 10% sales growth in the third quarter of 2024, marking a significant achievement in the competitive sportswear industry. This growth, on a currency-neutral basis, reflects the brand's robust market presence and strategic execution. Sales reached 6.44 billion euros, up from 5.99 billion euros in the same period last year, showcasing the brand's resilience and adaptability in a challenging market landscape.

Notably, Adidas has raised its annual growth guidance for the third time this year, now anticipating a 10% increase. This upward revision underscores the brand's confidence in its strategic direction and market positioning.

The third quarter was a very strong quarter for us and again better than expected. 14% underlying growth for the adidas brand, a very healthy gross margin above 51% and an operating profit of € 598 million are numbers that we are very happy with and a proof that we are moving in the right direction. I am especially proud that we are growing in all regions, in all channels and now also in all product divisions.

Bjørn Gulden, CEO

Despite a 7% decline in North American sales, largely due to the reduced Yeezy business, Adidas has seen impressive growth in other regions. European sales rose by 18%, while Japan, South Korea, and Greater China also reported significant increases. The brand's diverse product mix, particularly in Lifestyle and Performance categories, has resonated well with consumers, driving double-digit growth.

LinkedIn's new research highlights the effectiveness of connected TV (CTV) campaigns for reaching decision-makers. With LinkedIn's CTV ad options, you can extend your marketing to platforms like Paramount and Roku. This approach could enhance your campaign's reach, especially among influential LinkedIn users who regularly consume CTV content.

Jamie Bolton reveals how top eCommerce brands drive resilient growth:

🌐 Diversification is Key: A diverse channel mix acts as an “insurance policy” for brands amid rising CPAs and a challenging market.

🔄 Stay Agile: What worked last year may not work today. Top brands adjust their strategy over time, adapting to new growth levers as they mature.

📊 Measurement Matters: With channel diversity comes more complex measurement needs. Only with full-funnel attribution can brands assess their channel mix and remain agile.

For a full rundown, check out the full post!

Vuori is expanding internationally with its first flagship store in London, showcasing its California roots. The store's design features earthy materials and a faux skylight. This move is part of Vuori's growth strategy, following significant investment and expansion into new markets, including China and South Korea.

Action Bronson's BAKLAVA brand debuts a vibrant activewear line, coinciding with the New York City Marathon. The collection features colorful sportswear and new New Balance sneakers. Bronson highlights local athletes in his campaign, emphasizing community and innovation. Expect the collection's release on November 2, showcasing creativity and collaboration.

To navigate rising holiday advertising costs, diversify your strategy by incorporating platforms like TikTok, YouTube, and Connected TV. These channels offer competitive pricing and reach new audiences. Focus on user-generated content and platform-specific strategies to optimize engagement and conversions, ensuring a successful holiday marketing campaign.

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