ClickZ Sports Equipment - 10.03.2024

PLUS: Niche Sports are Taking Over Fashion—What You Need to Know

Author

Marina Mouka
October 03, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

Asics collaborates with Korean brand Sansan Gear for a new GEL-Terrain collection, featuring two green-based designs. The Jolly Green and Bronze Green pairs will be globally released on October 4th, 2024. This partnership highlights Asics' ongoing efforts to innovate through global collaborations. Stay tuned for more updates.

Photo: Swan Gallet/Getty Images

Fashion's latest obsession with niche sports is making waves. From archery at Dior's Spring/Summer 2025 show to boxing-inspired designs at Yuhan Wang, the industry is embracing athletic disciplines outside the mainstream.

This trend reflects a cultural shift, with sports becoming a primary mode of socialization and identity expression. Designers are tapping into these underrepresented sports for fresh inspiration, moving beyond traditional athleisure.

The influence of niche sports is evident in street style and retail, with rising consumer demand for athletic aesthetics. High-profile collaborations, like Nike x Jacquemus, and athlete-led campaigns are gaining traction.

As sportswear continues to blend modern tailoring with unexpected pairings, the trend's longevity seems assured. Fashion's playful experimentation with sports and gender norms is set to evolve, making athletic aesthetics a staple in everyday wardrobes.

Therm-ic has partnered with the Freeride World Tour (FWT) for three years, becoming the official glove provider. Their advanced heated gloves will support athletes and staff in extreme conditions. The collaboration includes a new freeride-specific glove collection, ensuring optimal warmth and dexterity for top performances.

Yeti products are worth their high price due to their superior durability and performance. The author, an experienced gear tester, recounts rigorous tests and real-world scenarios, concluding that Yeti's quality justifies the cost. Despite not paying for the products, the author’s extensive testing supports their value.

Editor’s Pick 🌟

New guide reveals that Google Discovery is best for ROAS at low spend, whereas Performance Max delivers results at scale. To optimize performance in Google, brands should: 

  • Invest in Performance Max, which comprises ~24% of budget on average and supports increased scale at similar performance. 

  • Leverage Google Discovery for potentially strong ROAS, especially at lower spend levels. 

  • Consider Google Shopping as a middle-ground option, offering good ROAS potential with more scale than Discovery. 

This research was put together by Fospha, EMEA's leading marketing measurement platform. Fospha has $1bn spend under measurement across 150+ of the world's best eCom brands, including Free People and Gymshark. They've assembled a guide of the best Google channels & strategies to lead brands into H2 - you can read this here. 

Performance Platters 🍽️

Brands are leveraging holistic video strategies to engage consumers across multiple platforms, driving full-funnel business outcomes. By utilizing first-party data and diverse video channels, companies like PepsiCo and Lexus achieve significant increases in brand awareness, consideration, and conversions. Amazon Ads exemplifies this approach, offering expansive opportunities for advertisers.

DMEXCO 2024 showcased AI's practical applications, retail media's growth, and the shift to cookieless solutions. Key trends included AI-driven transformation, the rise of retail media, and the importance of first-party data. The event emphasized collaboration, transparency, and the evolving landscape of digital marketing, highlighting innovation and future opportunities.

Brand websites remain crucial for the golden quarter, driving engagement and sales, according to Visualsoft's research. While social media is growing in importance, targeting the right consumers is essential. Newsletters and nostalgic Christmas ads also play significant roles, with nearly half of consumers driven by nostalgia.

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