Ecomdigest Outdoor Apparel & Gear - 09.05.2024

10 forgotten outdoor brands worth remembering

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Ecomdigest
September 05, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🍪

Source: MARKETING-INTERACTIVE

Under Armour's "Flex as you go" campaign targets Gen Z with the SlipSpeed Mega shoe, blending street style and functionality. The shoe's dual-mode design caters to dynamic lifestyles, switching from gym to casual wear. Created with VaynerMedia, the campaign spans seven APAC markets, emphasizing flexibility and innovation.

Hiking Patrol's Fall/Winter 2024 collection redefines outdoor apparel with stylish, functional designs. Featuring autumnal colors and technical features, the line includes insulated vests, fleece tops, and waterproof jackets. Collaborating with DIEMME, they also offer trendy sneakers.

The 2024 Paris Olympics were not just a showcase of athletic prowess but also a fashion spectacle, with numerous athletes doubling as luxury brand ambassadors. This trend highlights the growing intersection between sports and high fashion, where athletes like French swimmer Leon Marchand, who won four gold medals, represent Louis Vuitton.

American sprinter Noah Lyles, who secured gold in the 100 meters, is another example, endorsing Omega. His journey from a gymnast to a top sprinter, overcoming personal challenges, adds depth to his brand appeal. Similarly, French athlete Sasha Zhoya, who tied for third in the 110m hurdles, represents Dior, blending his athletic achievements with high fashion.

Other notable mentions include French-Polynesian surfer Kauli Vaast, who won gold in surfing and endorses Dior, and Italian fencer Rossella Fiamingo, who has represented Dior and Nike.

Source: Prestige

The outdoor brands that shaped camping gear in the past may be gone, but their impact lives on. Companies like Chouinard Equipment (now Black Diamond) and Snow Lion introduced innovations still seen today. Though these iconic names faded, their legacy continues to inspire modern gear and outdoor adventures.

The Hydroflyer electric hydrofoil, priced at $15,990, offers a thrilling, mountain bike-like experience on water. Despite challenging conditions, it proved reliable and exhilarating. With features like a sturdy handlebar and safety mechanisms, it appeals to affluent enthusiasts. Future models aim for broader accessibility and potential commuter use.

Source: iStock

Repair and trade-in programs for old jackets, like those at Arc’teryx and Patagonia, extend product life and reduce landfill waste. These initiatives offer financial and sustainability benefits, encouraging consumers to view clothing as less disposable and more valuable, fostering a smarter, eco-friendly shopping culture.

Performance Platters 🍽️

In August 2024, TikTok and Amazon teamed up for a seamless shopping experience directly within the TikTok app. This timely partnership, coming just before the Q4 shopping season, leverages TikTok's massive user base and Amazon's e-commerce dominance.

But how will it impact brands?

A major challenge for brands is measuring the halo impact of social media interactions on Amazon sales, as Amazon's data exists in a walled garden and relies on a last-click attribution model, potentially overlooking external contributions that drives product discovery.

The partnership highlights the need for more holistic marketing measurement solutions as the line between social media and e-commerce blurs.

Google's digital ad revenue is growing rapidly, outpacing Microsoft's. In 2024, Google's US ad revenues are projected to hit $77.49 billion, driven by its search dominance. However, a US ruling against Google's search monopoly could shift market dynamics. Marketers should consider investing in leading search platforms.

Richard Bell, President of UntilGone, leverages AI tools like Google Gemini and Google Cloud for Retail to enhance product descriptions, personalized emails, and search functionalities. These innovations have significantly boosted efficiency, customer engagement, and revenue, demonstrating the transformative power of AI in ecommerce.

Ecomdigest is a Contentive publication in the DTC Ecommerce division