Ecomdigest Sneakers & Trainers - 08.29.2024

PLUS: Entrupy expands TikTok partnership and new Air Jordan release data announced

Author

Priscilla Soedarpo
August 29, 2024 • Estimated Reading Time: 4 minutes

Specialty Bites 🍪

Keen Utility is shaking up the work shoe game with its new Overton sneaker, targeting Gen Z trade workers who crave style without sacrificing safety. Priced at $140, this modern marvel combines the safety features of a work shoe with the comfort and flair of an athletic sneaker. Think KEEN.ReGEN cushioning, a lightweight carbon-fiber safety toebox, and a slip-resistant rubber outsole—all wrapped up in a retro-inspired design. It's like your dad's work boots got a millennial makeover.

Todd Lewis, Keen Utility's global senior director of product, gets it: Gen Z isn't just looking for jobs; they're building careers. And they want shoes that can transition from the factory floor to a night out. Kevin Oberle, senior director of global insights and engagement, echoes this sentiment, noting that Gen Z grew up in sneaker culture and expects their work shoes to reflect that. The Overton, available in various styles and colors, is Keen's answer to this demand.

But Keen isn't stopping at style. They're also pushing the eco-friendly envelope, boasting shoes free of PFAS and made with recycled materials and responsibly sourced leather. As Lewis puts it, Gen Z speaks the language of sustainability, and Keen is fluent. Looking ahead, Keen plans to infuse more athletic elements into their traditional work boots, catering to the evolving needs of the modern trade worker.

SportsShoes, the UK's largest independent sporting goods retailer, launched a new composable commerce website on BigCommerce, enhancing user experience and operational efficiency. The replatforming led to a 19% increase in conversion rates and a 10% rise in average order value, showcasing significant business transformation.

Nike and Jordan's market share on StockX has declined in 2024, while Asics and Adidas have surged. Asics saw a 275% increase, and Adidas climbed 69%. StockX CEO Scott Cutler calls this the most significant shift in resale history. Nike and Jordan must innovate to regain dominance.

Nike, once a leader in sports innovation and marketing, faces challenges from competitors like HOKA and On. Recent sales declines and lack of groundbreaking products have hurt its market position. Experts suggest Nike must revamp its innovation strategy and reconnect with consumers to regain its former glory.

Performance Platters 🍽️

TikTok is revolutionizing peak season marketing, driving engagement and conversions through its unique blend of community, commerce, and entertainment. Brands should adopt a full-funnel approach, leveraging TikTok's advertising solutions to capture attention and influence purchasing decisions. This strategy promises significant business outcomes during the festive season.

B2B marketers in North America and Europe plan to boost social media and video content this year, driven by Gen Z's digital habits. Short-form social videos are seen as high ROI, with LinkedIn video uploads set to rise 45% YoY. This trend underscores the growing importance of video in B2B marketing.

Ecomdigest is a Contentive publication in the DTC Ecommerce division