Ecomdigest Sneakers & Trainers - 10.10.2024

PLUS: Eco-friendly kicks redefining sneaker culture

Author

Sophie Bruxner-Randall
October 10, 2024 • Estimated Reading Time: 7 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from Adweek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Top Picks in Sneakers 🔥

Lionel Messi's collaboration with adidas introduces the "Triunfo Dorado" collection, featuring the eco-friendly suede Gazelle sneakers. These stylish shoes, adorned with Messi's logo and gold branding, celebrate his G.O.A.T. status. Available now, they are a must-have for fans, reflecting adidas' innovative approach to sneaker design.

Nike's Air Terra Humara, originally launched in 1997, is making a stylish comeback. The trail shoe, known for its robust design and mixed-material upper, features a nostalgic charm. With new colorways and collaborations, Nike is reviving this classic model, appealing to both retro enthusiasts and modern adventurers.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

More Sneaker Scoop 👟

This week marks the exciting release of the Los Angeles Hiker from Fear of God Athletics, in collaboration with adidas. Available in Sesame and Carbon colorways, this high-top sneaker is perfect for Fall. The design builds on the Los Angeles Runner, featuring a high-top collar, taped mudguard, and molded heel counter for durability.

You can purchase the Los Angeles Hiker starting October 3rd, 2024, for $220. Available through the Athletics website and the Confirmed app, this release is a must-see for sneaker enthusiasts. Stay updated with JustFreshKicks on social media for more sneaker news and alerts.

Adidas is clearing out its remaining YEEZY inventory, selling select models like the Yeezy QNTM and Yeezy BOOST 700 MNVN at outlet stores for as low as $30. This marks a significant decline from their original prices, reflecting the end of a once-lucrative partnership with Ye.

JD Sports reported record interim results for the first half of fiscal 2025, with revenue reaching 5 billion GBP. The company saw significant growth in North America, driven by store expansions and strategic acquisitions. CEO Rgis Schultz expressed optimism about Nike's leadership changes and highlighted footwear's continued strong performance.

The American footwear industry gathered in Los Angeles to strategize on revitalizing domestic manufacturing. The U.S. Footwear Manufacturing Association aims to unite diverse regional expertise, fostering innovation and collaboration. This initiative seeks to strengthen supply chains, enhance local production, and influence trade policies, promoting a robust "Made in USA" future.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Generative AI is transforming marketing by enabling rapid, personalized content creation. Brands like Nike and Coca-Cola leverage AI for efficiency and engagement. However, human oversight is crucial to avoid missteps. Successful campaigns blend AI with creativity, ensuring authenticity and alignment with brand values. Proceed thoughtfully for optimal results.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiencesand creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

Ecomdigest is a Contentive publication in the DTC Ecommerce division