Ecomdigest Outdoor Apparel & Gear - 09.19.2024

PLUS: Meet Gymshark’s Latest Star Hire And K2’s Futuristic Ski Designs

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Ecomdigest
September 19, 2024 • Estimated Reading Time: 7 minutes

Specialty Bites 🍪

The North Face has launched a new campaign, "We Play Different," highlighting its strong connection to extreme sports and outdoor adventure. Featuring renowned freeclimber Alex Honold, the ad showcases activities like mountaineering, rock climbing, skiing, and snowboarding, setting the brand apart from its more consumer-focused competitors.

A brand spokesperson explained that The North Face’s playgrounds are natural landscapes such as canyons and mountains, rather than traditional sports venues. The campaign emphasizes the brand’s commitment to the outdoors and wildlife, reinforcing its authentic ties to nature and adventure.

"We Play Different" will be a key element in The North Face’s future communications, complementing its "Never Stop Exploring" tagline. This campaign aims to reaffirm the brand’s dedication to outdoor enthusiasts and differentiate it in the market while celebrating its heritage.

Gymshark has appointed Sian Keane, former chief people officer at Farfetch, to the same role. Keane will focus on transforming Gymshark into an international omnichannel company by attracting and retaining top talent. This appointment follows other key hires, signalling Gymshark's ambitious growth plans.

Equip Outdoor Technologies Ltd. has achieved Fair Wear Leader status for the third consecutive year, scoring 76 in the Brand Performance Check. This reflects their commitment to improving workers' rights and transparency. Future plans include expanding Human Rights Due Diligence and further Fair Wear worker training by 2025.

Image: K2 Skis

K2 has unveiled its 2425 ski and boot collection, featuring innovative designs like the Omen freestyle ski and Reckoner KF pro model. The new range includes sustainable BioResin Algae construction and expanded BOA technology in boots, promising enhanced performance and comfort for all skiers. Available autumn 2024.

Athleisure blends athletic gear with leisurewear, creating versatile, stylish outfits. Popular brands like Varley and Lululemon lead this trend, with high street labels following. Key pieces include trainers, cashmere hoodies, and side-stripe track pants. This trend offers a chic, comfortable alternative to traditional fashion, perfect for modern, active lifestyles.

In 2024, some of the top mountain bike shorts include standout options like the Troy Lee Designs Skyline, known for its overall performance, and the Specialized Trail Short, recognized for offering great value. These shorts were extensively tested for comfort, fit, features, durability, style, and protection. Each was put through its paces across different terrains and weather conditions, providing a reliable guide for mountain bikers seeking the best gear for their rides.

Performance Platters 🍽️

Fospha's latest report, "The State of E-Commerce H2 2024", reveals crucial trends that will shape your marketing strategy. What's inside:

📱 How the major platforms' KPIs have trended in 2024, and where you should be investing. 

🚀 How to access Paid Social's huge scaling potential. 

✨ The most effective Google channel of 2024.

🎯 Full-funnel strategies for Meta, TikTok and Snapchat

Let's break down the platform-specific insights: 

  • TikTok: Emerging as a powerhouse for efficient new customer acquisition 

  • Meta: Maintaining strong performance with competitive CAC 

  • Snapchat: Experiencing rapid growth, particularly effective during peak shopping periods 

"These findings underscore how impactful platforms like Meta, TikTok and Snapchat continue to be for driving sales - yet how underinvested they remain. It's incredible to see that brands can triple spend in Paid Social before becoming unprofitable. Success now lies in diversifying across the entire funnel, understanding the nuances of each platform, and continuously optimizing to unlock more scaling potential." 

Jamie Bolton, VP Growth at Fospha

WPP and Coca-Cola topped the 2024 Cannes Lions creative charts, with Coca-Cola winning 17 awards. WPP was named Creative Company of the Year. Heineken and Apple followed in the rankings. The United States was the most creative country. The LIONS Creativity Report highlights impactful creativity driving growth.

Shopify partners with Roblox to integrate in-game shopping, allowing brands to sell physical items directly within the game. This collaboration targets Roblox's 80 million daily users, with a full launch in 2025. Shopify's president highlights the endless possibilities, emphasizing the future of immersive commerce in the digital world.

We Are Social's new study highlights five trends reshaping brand-creator collaborations: creators reinventing themselves, relatable realism, influential allies, credible creativity, and extreme influence. Brands should adapt to these shifts, partnering with creators through lifestyle changes and focusing on relevant, stable content over aspirational luxury.

Ecomdigest is a Contentive publication in the DTC Ecommerce division