ClickZ Sports Equipment - 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: 7 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 🍪

Backcountry, once a niche brand for hardcore outdoor athletes, expanded its market, losing its original identity. Acquired by CSC Generation Enterprise, it aims to regain its former glory. Despite industry challenges, there's optimism for growth. Former employees hope the brand can recapture its unique, adventurous spirit.

Matthew Scott unpacks a shipment received as grant from Good Sports

The Faison Recreation and Wellness Center has received a transformative equipment grant from Good Sports, a nonprofit dedicated to providing new sports gear to high-need communities. This grant, discovered by town resident Mike Stempek, will supply the Center with four orders of equipment annually for five years, at a minimal shipping cost of $1000 per year.

Director Matthew Scott and Mayor Billy Ward are thrilled, noting the grant's potential to support over 500 kids in various sports programs. The first shipment included gear for soccer, volleyball, tennis, and fitness programs, valued at $15,000.

This grant ensures that financial constraints won't prevent any child from participating in the Center's activities, making it a true game changer for the community.

Academy Sports + Outdoors is expanding despite economic challenges, planning 15-17 new stores funded by $325 million in cash. The retailer focuses on new stores, e-commerce growth, and value offerings. Despite a 2.2% sales drop, Academy remains optimistic, leveraging trending products and private brands to attract customers.

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.

romanolebedev - Adobe Stock

The suspension of NCAA compensation rules on July 1, 2021, marked a pivotal shift in college sports, allowing athletes to profit from their name, image, and likeness (NIL). This change has unlocked numerous marketing opportunities, especially in connecting fans and athletes. Vision Insights data shows 75% of fans aged 18-34 view NIL positively.

Influencer marketing has seen rapid growth, with athletes like LSU gymnast Olivia Dunne securing major deals. Brands such as NerdWallet and Powerade have also teamed up with athletes like Juju Watkins and Isaiah Collier.

Storytelling is key too, with partnerships like Diamond Kinetics and Alabama pitcher Montana Fouts weaving athletes into brand narratives. Regional deals, such as those by United Airlines and Ardent Credit Union, allow brands to target specific markets.

Athletes are now creators too, with content like Michigan State’s Payton Thorne and Jayden Reed’s broadcasts opening new career paths. As NIL evolves, specialized services will continue to drive growth and innovation in college sports marketing.

Looking to upgrade your home gym? Check out the best home ellipticals of 2024, tested by experts for functionality, comfort, and price. Top picks include Bowflex Max Total 16, Schwinn 470, and Teeter FreeStep LT3. These machines offer low-impact cardio, perfect for beginners and those with joint pain.

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.

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