Ecomdigest Outdoor Apparel & Gear - 08.12.2024

Specialty Bites 🍪

BRAND COLLABORATION
Primark and Kappa Unveil New Sportswear Collection 

Primark has teamed up with Italian sportswear giant Kappa to unveil a 30-piece collection that seamlessly blends high-performance sportswear with contemporary fashion trends. This exciting range, set to hit Primark stores across 16 markets this month, includes a variety of items from hoodies and seamless sets to accessories for both women and men. Designed with breathability and moisture-wicking technology, the collection offers casual options like half-zip sweatshirts and shirts, as well as activewear pieces such as seamless co-ords and unitards.

The collaboration extends beyond gym essentials, featuring a wide array of accessories including weekender and cross-body bags, sliders, and socks. Prices are accessible, starting at £4.50 for accessories and going up to £26 for clothing. Primark, which entered the licensed clothing market in 2011 with its Disney range, views this partnership as a significant step in expanding its sports license offerings. Sarah Jackson, Primark's director of licensing, expressed her excitement about the collaboration, emphasizing the blend of comfort and functionality in the new range.

Kappa CEO Davide Piccolo echoed this enthusiasm, highlighting the opportunity to engage with the Gen Z audience by merging Kappa's sportswear heritage with Primark's global reach. He noted that this capsule collection aims to deliver innovative and stylish activewear that resonates with young people. This partnership marks the beginning of what both companies hope will be a fruitful collaboration, bringing more affordable and trendy choices to consumers.

As Primark continues to grow its sports license ranges, this collaboration with Kappa represents a strategic move to capture the dynamic and ever-evolving market of sportswear. The collection not only underscores Primark's commitment to offering high-quality, affordable fashion but also positions both brands to leverage contemporary trends and meet the demands of a younger, style-conscious audience.

RETAIL NEWS
Eastern Mountain Sports Poised for Major Comeback

Eastern Mountain Sports (EMS) is poised for a comeback with a $5M+ bid from Mountain Warehouse Ltd. This deal, potentially rising to $8M, covers inventory in seven stores, though three require new leases. The auction concludes on Aug. 30. Will EMS rise again? Stay tuned!

SPORTS GEAR
Discover the Ultimate Performance with the New KuNalu Downwind Foil Board

The KuNalu downwind foilboard by SIC Maui is a high-performance board designed for stability and agility. Featuring advanced carbon PVC construction, it offers exceptional maneuverability and control. With its innovative design and enhanced features, the KuNalu elevates downwind SUP and light wind wing foiling to new heights.

Industry Appetisers 🥨

INFLUENCER
Whitney Simmons Named Creative Director for Gymshark's Adapt Line

Fashion for Good, with partners like Adidas, launches an initiative to revolutionize footwear sustainability. The focus is on materials, design, end-of-use processes, and traceability. This initiative aims to drive circularity and validate sustainable solutions, calling for innovators to join by September 2024.

SPORTS INNOVATION
World's First Powered Pants Offer 40% Boost for Hikers and Mobility Aid

Arcteryx and Skip have unveiled MOGO, the world's first powered pants, enhancing leg strength by 40% for hikers. Utilizing wearable robotics, these pants support mobility, reduce pain, and increase stamina. Available for reservation in July 2024, MOGO aims to revolutionize outdoor experiences for those with mobility challenges.

Performance Platters 🍽️

SOCIAL PLATFORMS
Instagram Shifts to Views as Primary Metric for All Media Formats

Instagram will prioritize views as the main metric for all media formats, replacing 'plays' for reels and 'impressions' for non-reels. This change aims to unify metrics across the platform, enhancing user understanding of content performance. Other metrics like accounts reached and interactions remain available.

ADVERTISING PLATFORMS
Google's Antitrust Trial Could Reshape Online Advertising and Market Dynamics Forever

The upcoming antitrust trial against Google could lead to significant changes in the online advertising industry. Compliance costs, increased competition, and the rise of alternative platforms and technologies are expected. Google's market share may decline, and it might need to diversify revenue streams and adapt to stricter global regulations.