Ecomdigest Sneakers & Trainers - 09.19.2024

PLUS: Last-Minute Shoppers Boost Famous Footwear's Back-to-School Sales

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Ecomdigest
September 19, 2024 • Estimated Reading Time: 7 minutes

Specialty Bites 🍪

Kar L’Art De L’Automobile teased the insoles and box for its first Nike sneaker collaboration.

Kar L'Art De L'Automobile is revving up its relationship with Nike, teasing its first sneaker collaboration with the Swoosh. The automotive lifestyle label dropped a hint on Instagram, showing off the insoles and box of the upcoming kicks. The insoles feature an image of L'Art's Porsche 968 from their 2021 collab, and the green shade matches the dual-logo for this new venture. While the actual shoe remains a mystery, the co-branded box marks a 10th anniversary.

Kar L'Art De L'Automobile, the brainchild of Arthur Kar, started as a used luxury car dealership in Paris before spinning off into a clothing line in 2017. They've dabbled in sneaker collabs with Salomon and Vans, with their latest being Salomon sneakers inspired by the Porsche 911 GT1-98. Their first Nike linkup came this spring via Drake's Nocta line, featuring jackets, hoodies, pants, T-shirts, and a hat.

Arthur Kar once told Highsnobiety that his brand is a blend of his passions for cars, fashion, and art. He aims to evoke personal memories and emotions tied to cars, from childhood rides to race day thrills. No further details on the Nike sneaker have been revealed, but stay tuned for more updates. Footwear News will keep you posted.

Ecco is redefining itself through innovative designer collaborations, offering young creatives access to its advanced manufacturing. This strategy aims to rejuvenate the brand's appeal among younger consumers. By fostering creativity and maintaining full control over production, Ecco hopes to regain its status as a leading footwear label.

Last-minute shoppers delayed Famous Footwear's back-to-school sales into Q3, impacting Caleres' Q2 results. CEO Jay Schmidt noted a shift in consumer habits and promotional strategies, leading to a late but strong sales finish. Sneakers and sport shoes saw significant growth, while seasonal products underperformed.

Industry Appetisers 🥨

Ice Spice dazzled at Luars spring 2025 show in New York, sporting black leather thigh-high boots with metal accents and a graphic mini dress. Her look, completed with a fur jacket and rhinestone-embellished bag, showcased her edgy style. The boots are perfect for fall, adding height and sleekness.

Kyrie Irving has unveiled new Anta Kai skate shoes, priced at $70, during the NBA offseason. He showcased the Kai Tribe sneakers in new colorways and hinted at future high-fashion designs. Currently, these shoes are China exclusives, but Irving is pushing for a U.S. release.

Performance Platters 🍽️

Fospha's latest report, "The State of E-Commerce H2 2024", reveals crucial trends that will shape your marketing strategy. What's inside:

📱 How the major platforms' KPIs have trended in 2024, and where you should be investing. 

🚀 How to access Paid Social's huge scaling potential. 

✨ The most effective Google channel of 2024.

🎯 Full-funnel strategies for Meta, TikTok and Snapchat

Let's break down the platform-specific insights: 

  • TikTok: Emerging as a powerhouse for efficient new customer acquisition 

  • Meta: Maintaining strong performance with competitive CAC 

  • Snapchat: Experiencing rapid growth, particularly effective during peak shopping periods 

These findings underscore how impactful platforms like Meta, TikTok and Snapchat continue to be for driving sales - yet how underinvested they remain. It's incredible to see that brands can triple spend in Paid Social before becoming unprofitable. Success now lies in diversifying across the entire funnel, understanding the nuances of each platform, and continuously optimizing to unlock more scaling potential.

Jamie Bolton, VP Growth at Fospha

WPP and Coca-Cola topped the 2024 Cannes Lions creative charts, with Coca-Cola winning 17 awards. WPP was named Creative Company of the Year. Heineken and Apple followed in the rankings. The United States was the most creative country. The LIONS Creativity Report highlights impactful creativity driving growth.

Shopify partners with Roblox to integrate in-game shopping, allowing brands to sell physical items directly within the game. This collaboration targets Roblox's 80 million daily users, with a full launch in 2025. Shopify's president highlights the endless possibilities, emphasizing the future of immersive commerce in the digital world.

We Are Social's new study highlights five trends reshaping brand-creator collaborations: creators reinventing themselves, relatable realism, influential allies, credible creativity, and extreme influence. Brands should adapt to these shifts, partnering with creators through lifestyle changes and focusing on relevant, stable content over aspirational luxury.

Ecomdigest is a Contentive publication in the DTC Ecommerce division