Ecomdigest Sneakers & Trainers - 09.05.2024

PLUS: Who's trainers are winner at the US Open & why Amazon has partnered TikTok

Author

Priscilla Soedarpo
September 05, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

Hey Dude has partnered with Warner Bros. to release a Beetlejuice-inspired shoe collection, celebrating the upcoming film starring Jenna Ortega. The limited-edition shoes feature black-and-white stripes, glow-in-the-dark beetle details, and vibrant accents. Available from August 28, these shoes are both stylish and collectible.

Under Armour's "Flex as you go" campaign targets Gen Z with the SlipSpeed Mega shoe, blending street style and functionality. The shoe's dual-mode design caters to dynamic lifestyles, switching from gym to casual wear. Created with VaynerMedia, the campaign spans seven APAC markets, emphasizing flexibility and innovation.

Tennis players at the 2024 US Open are making waves not just with their skills but with their footwear. The court has become a runway, showcasing some of the most creative and colorful sneakers. Naomi Osaka, for instance, is turning heads with her vibrant night-match style. Frances Tiafoe isn't far behind, sporting custom Cadillac x The Shoe Surgeon kicks that scream personality.

Dusan Lajovic and Stan Wawrinka are also in the mix, each flaunting personalized sneakers that add flair to their game. Emma Raducanu, after her match against Sofia Kenin, was seen adjusting her unique pair, while Jessica Pegula's colorful kicks were a highlight in her match against Shelby Rogers. Even the US Open ball crew is stepping up their game with stylish shoes from Polo Ralph Lauren.

A view of US Open ball crew shoes from Polo Ralph Lauren. Photo: Jeff Dean/ USTA

Victoria Azarenka and Coco Gauff are not to be outdone, each bringing their own twist to on-court fashion. Azarenka's pink-slash sneakers and Gauff's detailed designs are making as much of a statement as their gameplay.

In a world where tennis is as much about style as it is about skill, these players are proving that their sneaker game is just as strong as their backhand. So, next time you tune in, keep an eye on the feet—because the 2024 US Open is where fashion meets function in the most fabulous way.

adidas and atmos have revitalized the classic Jabbar Low sneaker with a bold, royal blue hairy suede design. Dubbed "Designed in Tokyo," the refreshed sneaker features white accents and aged soles, maintaining its vintage charm. The atmos x adidas Jabbar Low launches for pre-sale on September 13, with a wider release on September 27.

Sigourney Weaver arrived at the Venice Film Festival in a chic, French-inspired Chanel ensemble. She wore a black blazer, white trousers, and white Chanel sneakers, blending timeless style with modern comfort. Her look was completed with black shades and a quilted Chanel bag, epitomizing effortless elegance.

Performance Platters 🍽️

In August 2024, TikTok and Amazon teamed up for a seamless shopping experience directly within the TikTok app. This timely partnership, coming just before the Q4 shopping season, leverages TikTok's massive user base and Amazon's e-commerce dominance.

But how will it impact brands?

A major challenge for brands is measuring the halo impact of social media interactions on Amazon sales, as Amazon's data exists in a walled garden and relies on a last-click attribution model, potentially overlooking external contributions that drives product discovery.

The partnership highlights the need for more holistic marketing measurement solutions as the line between social media and e-commerce blurs.

Google's digital ad revenue is growing rapidly, outpacing Microsoft's. In 2024, Google's US ad revenues are projected to hit $77.49 billion, driven by its search dominance. However, a US ruling against Google's search monopoly could shift market dynamics. Marketers should consider investing in leading search platforms.

Ecomdigest is a Contentive publication in the DTC Ecommerce division