Ecomdigest Outdoor Apparel & Gear - 09.26.2024

PLUS: Join TikTok, Seraphine and Sweaty Betty for Fospha's BFCM live discussion on October 3

Author

Marina Mouka
September 26, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 🌟

Peak season is the single best opportunity for D2C brands.

To help you capture it, Fospha has assembled a panel of industry experts. Join them for a live discussion featuring leaders at Sweaty Betty, Seraphine, and the Head of Measurement at TikTok.

📅 Date: Thursday, 3 October 2024

🕒 Time: 11 AM EST / 4 PM BST

P.S. You'll have the chance to ask the experts questions about peak season strategies in real-time!

Gain exclusive insight into:

  1. Proven tactics to maximize peak period opportunities, shared live by experts

  2. Strategies for capturing customers efficiently through a full-funnel approach

  3. Insights on growing your customer base profitably with effective measurement

  4. Methods for identifying and capitalizing on growth headroom for efficient scaling across channels

Specialty Bites 🍪

Global sports retailer Decathlon has launched an innovative campaign, Rentals for Rubbish, in collaboration with AMV BBDO for World Cleanup Day. This initiative allows customers to rent sports gear by collecting litter, promoting environmental sustainability. Participants record their efforts on the Planet Patrol app and dispose of the rubbish responsibly.

Decathlon's global brand marketing leader, Izabella Angelova, emphasized the company's commitment to sustainability and accessibility in sports. The campaign aims to collect 5,000 pieces of litter in the UK within two weeks, with a pop-up store in London to boost visibility. Future plans include expanding the initiative globally as part of Decathlon's ongoing sustainability efforts.

Elliott Hill will become Nike's CEO on Oct. 13, succeeding John Donahoe. While investors initially reacted positively, analysts express concerns about Hill's ability to address product innovation and market challenges. Hill's extensive experience at Nike is noted, but the company's long-term growth remains uncertain amid competitive pressures and soft sneaker demand.

The Freeride World Tour renews key partnerships with GoPro, Alpina Watches, and GORE-TEX for the 2025 season. These collaborations focus on sustainability, innovation, and enhancing the freeriding experience. With shared passions and goals, these brands aim to elevate the sport and inspire fans worldwide.

Nokian Tyres CE

Nokian Tyres offers three winter tire models to ensure safe travel in snowy conditions. The Remedy WRG5 is an all-weather tire, the Hakkapeliitta R5 provides non-studded safety, and the Hakkapeliitta 10 offers unmatched grip with its studded design. These tires enhance safety and performance for winter adventurers.

The NCAA's suspension of compensation rules on July 1, 2021, has revolutionized college sports marketing, allowing athletes to monetize their name, image, and likeness (NIL). This shift has opened up numerous opportunities for marketers to create authentic connections between fans and athletes. Key strategies include:

  • Influencer Marketing: Athletes with large social media followings can now monetize their influence, as seen with LSU gymnast Olivia Dunne and USC guard Juju Watkins.

  • Storytelling and Content: Brands like Diamond Kinetics leverage athletes' stories to align with their marketing messages, exemplified by their partnership with Alabama pitcher Montana Fouts.

These strategies highlight the growing potential and value of NIL in college sports marketing.

Performance Platters 🍽️

Brands like Belgian Boys and Olipop are shifting their focus to reach U.S. shoppers in smaller cities. They are investing in retail media networks and hyper-localized marketing to connect with busy parents and larger households. Platforms like Hummingbirds help brands create targeted campaigns, driving sales in specific regions.

Perplexity, backed by Nvidia and Jeff Bezos, is in talks with brands like Nike and Marriott to revolutionize AI-powered search advertising. They aim to replace Google's auction-based system with sponsored questions featuring AI-generated answers. This shift promises unbiased answers while enhancing user experience and advertising effectiveness.

VTEX's survey reveals that 45% of U.S. consumers have engaged in live shopping, with men leading in participation. Social video commerce is also popular, especially among Gen Z and millennials. Brands should leverage these trends, focusing on consistent, engaging experiences to boost consumer engagement and sales.

Ecomdigest is a Contentive publication in the DTC Ecommerce division