Ecomdigest Sneakers & Trainers - 09.26.2024

PLUS: Join TikTok, Seraphine and Sweaty Betty for Fospha's BFCM live discussion on October 3

Author

Sophie Bruxner-Randall
September 26, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 🌟

Peak season is the single best opportunity for D2C brands. 

To help you capture it, Fospha has assembled a panel of industry experts. Join them for a live discussion featuring leaders at Sweaty Betty, Seraphine, and the Head of Measurement at TikTok. 

📅 Date: Thursday, 3 October 2024 

🕒 Time: 11 AM EST / 4 PM BST 

P.S. You'll have the chance to ask the experts questions about peak season strategies in real-time!

Gain exclusive insight into: 

  1. Proven tactics to maximize peak period opportunities, shared live by experts 

  2. Strategies for capturing customers efficiently through a full-funnel approach 

  3. Insights on growing your customer base profitably with effective measurement 

  4. Methods for identifying and capitalizing on growth headroom for efficient scaling across channels 

Specialty Bites 🍪

Serena Williams has launched a new Nike lifestyle sneaker, the Victory Tech, as part of her fall collection. Inspired by Y2K running shoes, it features a high tongue, arch-shaped side panels, and gold-tone detailing. The collection also includes five apparel pieces, available now on Nike's website.

Bodega and Crocs unveil their second collaboration, the Nict-Tech All-Terrain Clog 2.0, designed for dry climates. Featuring a rustic Sedona hue, woodland bark camouflage, and a brown ripstop pouch, these clogs will be available on September 27 for $90. The first collaboration is now on the secondary market.

Vans and Fuct have finally collaborated after 30 years, with Slam Jam assisting. The collection features five variants of the Authentic 44 and Old Skool 36, showcasing Fuct's name and Slam Jam's mantra. The capsule sold out quickly, with more drops scheduled for September 19. Prices range from $120 to $130.

The Air Jordan 4 Retro Orchid, a women's-exclusive sneaker, debuts on October 26 for $215. Featuring a unique Orchid purple suede upper, it stands out among previous releases. Available in sizes up to women's 12 (men's 10.5), it will be sold via Nike's SNKRS app and select retailers.

Amin's next New Balance sneaker collaboration is set to release in 2024. The Portland rapper teased the new design on Instagram, following his successful 2023 releases. Known for his passion for sneaker design, Amin's upcoming release continues his impressive partnership with New Balance. Stay tuned for updates.

Crocs has launched a Wednesday Addams-themed clog inspired by the Netflix series. Featuring a goth style with a Peter Pan collar, platform sole, and exclusive Jibbitz charms, the "Wednesday Stomp Clog" collaboration follows previous releases, including a Nevermore Academy-inspired clog.

Performance Platters 🍽️

Brands like Belgian Boys and Olipop are shifting their focus to reach U.S. shoppers in smaller cities. They are investing in retail media networks and hyper-localized marketing to connect with busy parents and larger households. Platforms like Hummingbirds help brands create targeted campaigns, driving sales in specific regions.

Perplexity, backed by Nvidia and Jeff Bezos, is in talks with brands like Nike and Marriott to revolutionize AI-powered search advertising. They aim to replace Google's auction-based system with sponsored questions featuring AI-generated answers. This shift promises unbiased answers while enhancing user experience and advertising effectiveness.

VTEX's survey reveals that 45% of U.S. consumers have engaged in live shopping, with men leading in participation. Social video commerce is also popular, especially among Gen Z and millennials. Brands should leverage these trends, focusing on consistent, engaging experiences to boost consumer engagement and sales.

Ecomdigest is a Contentive publication in the DTC Ecommerce division