ClickZ Sneakers & Trainers - 11.21.2024

Plus: Use Foot Locker’s NBA-led campaign to inspire your holiday marketing strategy

Author

Sophie Bruxner-Randall
November 21, 2024 • Estimated Reading Time: 6 minutes

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Specialty Bites 🍪

Foot Locker's "Step Into Your Gift" campaign leverages sneaker culture's central role in holiday gifting, featuring NBA stars and influencers to drive seasonal excitement. This initiative aligns with the brand’s strategy to strengthen its connection to sneaker enthusiasts while targeting increased market share, offering e-commerce marketers an opportunity to focus on limited-edition drops, influencer collaborations, and holiday-driven storytelling to fuel Foot Locker’s $9.5 billion sales goal by 2026.

Explore this week's top sneaker releases, featuring exciting collaborations and innovative designs. Here's a quick guide to the standout pairs:

  • doublet x ASICS Gel-Kayano 20: Crafted to resemble cardboard, this unique sneaker uses heavy-duty Tyvek. Available at END for $255, released on November 16.

  • Satisfy x HOKA Mafate Speed 4: A durable running sneaker with a ripstop upper and Vibram sole. Available at Highsnobiety for $230, released on November 15.

  • Minted New York x Saucony Endorphin Speed 4: Bold blue colorway with mesh upper, available at asphaltgold for $195, released on November 14.

Nike's Air Max 1000, a 3D-printed sneaker, reimagines the classic Air Max 1 with innovative manufacturing by Zellerfeld. This new design emphasizes control, precision, and expression, showcasing Nike's commitment to pushing boundaries. The sneaker will debut at ComplexCon, potentially featuring in Nike's Air Max Day celebration.

Swiss sportswear brand On Running projects over $2.6 billion in sales this year, a 32% surge driven by growing brand awareness, cutting-edge technology, and strategic collaborations.

With its shares doubling—outpacing Nike’s decline and Adidas’s modest growth—On Running’s success highlights the value of innovation and strategic differentiation in a competitive market, offering a case study for e-commerce marketers looking to capitalize on performance-driven consumer trends.

Asics and Puma are rising stars on StockX, driven by innovative designs and cultural trends. Asics excels with lifestyle sneakers, while Puma capitalizes on soccer-inspired footwear. Nike and Adidas maintain strong market presence through collaborations and performance models. These brands shape the evolving sneaker landscape, offering exciting opportunities for e-commerce marketers.

Performance Pulse 📈

B2B marketing can benefit from humor, making brands memorable and relatable. By gradually incorporating humor, understanding your audience, and staying current with trends, you can enhance engagement and brand recognition. A strategic, outcome-based approach ensures humor aligns with brand values, fostering creativity and deeper connections with decision-makers.

Brands are gearing up for a mobile-first holiday shopping season, with mobile purchases expected to drive 53% of online sales. Companies like Therabody and Barriere are optimizing their digital experiences, focusing on quick-payoptions and streamlined checkout processes to capture the attention of multitasking consumers.

Advertisers and creators are enhancing performance on YouTube and Reddit by focusing on authenticity and trust. Reddit users value learning and diverse opinions, while YouTube offers creators new ad partnership tools. Brands can improve engagement by aligning content with user interests, leading to higher conversions and consumer trust.

ClickZ is a Contentive publication in the DTC Ecommerce division