Weekly Newsletter - 12.18.2024

PLUS: How Puma Turns Slip-Up Into Marketing Gold

Author

Priscilla Soedarpo
18 Dec • Estimated Reading Time: 6 minutes

THE LATEST IN ATHLEISURE NEWS

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

This will be our last edition of 2024 so on behalf of all the ClickZ team, we wish you a Happy Holiday period and we’ll see you all again in the new year! 🎄

Sector Spotlight 🎥

Under Armour

Under Armour’s recent investor day was a strategic showcase, emphasizing a bold turnaround plan centered on product innovation, storytelling, service, and team dynamics. The brand aims to revitalize its market presence by enhancing merchandising, embracing its underdog narrative, and tailoring strategies to core regions. Despite a forecasted revenue decline, Under Armour is committed to a transformative journey, with new leadership and a significant marketing push slated for 2025.

Founder Kevin Plank’s return as CEO underscores a renewed focus on product purpose, challenging the brand to justify each creation value. This strategic pivot is crucial as Under Armour seeks to regain its footing after years of stagnation. The brand’s ambition to captivate the 16-to-24-year-old demographic is evident, yet the tangible impact of these initiatives remains on the horizon, with key product launches expected by 2025.

The investor day, while light on quantitative specifics, offered a qualitative glimpse into Under Armour’s strategic roadmap. Analysts like Tom Nikic recognize the potential in the brand’s core strategies but caution that execution will be the true test. The narrative is clear: Under Armour is poised for a comeback, but the path to success is fraught with challenges that demand precise execution and strategic agility.

The North Face

The fusion of skiwear and streetwear is gaining momentum, as seen in recent collaborations like JJJJOUND x Descente and SKIMS x The North Face. This Gorpcore trend (wearing outdoor clothing in urban settings) highlights a strategic opportunity for marketers to tap into the evolving demand for functional yet stylish outdoor apparel.

BSN SPORTS partners with League One Volleyball (LOVB) to supply uniforms and equipment for over 1,400 club teams and pro teams through 2029. This collaboration aims to enhance volleyball growth in the U.S., connecting youth and professional players, and supporting the sport expansion with strategic insights and practical value.

Guess

Guess launched its Winter Ski collection with a groundbreaking high-altitude fashion show at Glacier 3000 in the Alps. The event showcased over 20 models in high-performance skiwear, blending functionality with glamour. This innovative marketing strategy highlights Guess commitment to industry leadership and strategic partnerships, enhancing brand visibility and consumer engagement.

Influencer Corner 📣

Marcus Engel on LinkedIn: Your brand ambassador throws your product into the trash…

Chelsea’s Marc Cucurella slipped twice during a match wearing Puma’s boots. Frustrated, he switched boots midgame, then posted the discarded Pumas in the trash on Instagram.

Puma released a social campaign featuring Cucurella himself standing next to a “wet floor” sign, complete with his signature afro as the log and a "It’s not how you slip; it’s how you bounce back" sign.

3 lessons for good brand marketing:
→ Turn mistakes into moments. Don’t ignore failures but embrace them.
→ Be human. Everyone slips (literally and figuratively).
→ Stay fast. Puma’s quick response salvaged the story.

Barry Hott on LinkedIn: Do your ads pass the “So what?” test? 🤔

I got a lot of great questions about the “So what” test in my LIVE webinar this Tuesday.

The first moment of an ad is crucial. That’s what I teach, what I tell people, what I hammer into my teams.

If an ad fails, I go back to analyze the performance and the ad concept, and I ask myself, “What was the first moment? Did we lose them on the ‘So what?’ test? When did they say ‘so what?’

Optimization Hub ⚙️

US consumer optimism in 2024 is high, yet spending remains cautious, especially in discretionary categories. Despite economic confidence, consumers prioritize financial stability, with many trading down for value. This trend reflects a shift towards mindful consumption, highlighting opportunities for marketers to align with evolving consumer priorities and strategic insights.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

Influencer Partnerships

📍 Broomfield, CO

Marketing & Comms

📍 Austin, TX, USA

Affiliate Marketing

📍 New York, USA

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