Ecomdigest Sneakers & Trainers - 10.31.2024

PLUS: Gaming meets sneakers in Nike’s hot new Tekken collab.

Author

Sophie Bruxner-Randall
October 31, 2024 • Estimated Reading Time: 6 minutes

Insight of the Week 📖

Couldn’t make it to Chicago for Shoptalk Fall? In this post, Jamie Bolton gives us a rundown of the key trends and strategies brands are betting on in Fall 2024:

🔑 Invest in Brand: Investing in brand has never been more important. Full-funnel strategies on Paid Social are now crucial, allowing brands to both build awareness and drive conversions in-platform. As Kyle Leahy from Glossier puts it, “People want to be part of something bigger.”

🛍️ Go Omni for Growth: As D2C growth hits limits, embracing an omni-channel sales approach is key to staying resilient. Brands like Solo Stove and Chinese Laundry are leading with strategies that don’t replicate D2C on third-party retail, finding unique advantages in each.

✈️ Go Global: With lower CPMs and wide-open markets, the EU offers significant growth opportunities. Effective localization strategies are essential for US brands looking to expand abroad.

For a deeper dive, check out the full post here!

Niche Nuggets 🔎

New Balance is set to release a Plum purple colorway of their 1000 runner for Fall/Winter 2024. This stylish update features a black mesh underlay and deep purple leather panels. Expect availability on New Balance's website and select retailers for $150. Stay informed for the official release date.

The Puma Speedcat has become the hottest sneaker globally, thanks to its Formula 1 roots and a strategic marketing push. Originally launched in 1998 for F1 races, it was reimagined as the Speedcat LS in 2021. This year, the red colorway gained significant attention, appearing on celebrities like Emily Ratajkowski and Dua Lipa.

Demand for the Speedcat surged by 532% in August, according to Lyst, which tracks searches, sales, and social media trends. This rise coincides with Puma's new partnership with Formula 1 and A$AP Rocky's role as creative director. The sneaker's popularity reflects a broader trend of low-profile sneakers gaining traction, alongside a growing interest in Formula 1.

Nike's latest sneaker releases include collaborations with Tekken 8, A Ma Maniére, and Grace Wales Bonner. Highlights feature the Tekken 8 x Nike Air Foamposite One "Jin Kazama" and the Nike Ja 2 "Nightmare." These innovative designs showcase unique colorways and themes, appealing to sneaker enthusiasts and collectors alike.

The Saucony x Sweaty Betty ProGrid Triumph 4 sneaker combines Y2K-inspired style with modern functionality. Its unisex design features a chunky silhouette and metallic silver color, appealing to both fashion enthusiasts and runners. With a cushioned midsole and Arch-lock System, it ensures comfort and support for daily activities.

This week's sneaker releases offer a balanced mix of collaborations and innovative designs. Highlights include the adidas Bad Bunny x Leo Messi Gazelle Indoor, featuring brown leather with signatures from both icons. The Hal Studios x ASICS Gel-Kayano 20 introduces a velcro-strapped design, while the A Ma Maniére x Nike Air Max 95 showcases luxe textures and detailed stitching.

For those seeking futuristic styles, the On x Post Archive Faction Cloudventure Peak offers a trail-running design with experimental paneling. The adidas x Wales Bonner Samba uses faux crocodile leather for an exotic touch, and the PUMA x Heliot Emil Fast-Trac NITRO 3 features a wire-driven fit system and sock-like upper. Stay updated with these dynamic releases and explore the evolving sneaker landscape.

Performance Pulse 📈

Google Performance Max enhances eCommerce campaigns by utilizing multiple Google platforms, offering increased reach and automation. It provides an 18% conversion boost, real-time insights, and efficient ad targeting. Businesses should leverage audience segmentation and automated asset creation to optimize results, maximizing return on ad spend and campaign effectiveness.

Amazon Marketing Cloud (AMC) offers a suite of tools to enhance your campaigns. Use Amazon Ads for product visibility and create cost-per-click ads. AMC centralizes campaign management, providing near real-time metrics. For assistance, contact Amazon Ads; budget minimums apply. Cookies are used to improve services.

Every performance marketing campaign can incorporate brand elements to reinforce brand identity, while brand marketing efforts can successfully leverage performance metrics to refine messaging and engagement strategies - but getting the balance right is where the magic happens.

Ecomdigest is a Contentive publication in the DTC Ecommerce division