ClickZ Sneakers & Trainers - 12.19.2024

Plus: Nike’s SNKRS Showcase unveils 2025’s sneaker lineup

Author

Sophie Bruxner-Randall
December 19, 2024 • Estimated Reading Time: 8 minutes

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ClickZ Sneakers & Trainers is the essential newsletter for e-commerce footwear professionals. This will be our last edition of 2024 so on behalf of all the ClickZ team, we wish you a happy holiday period and we’ll see you all again in the new year! 🎄

Hot Drops 🔥

Oakley Factory Team’s collaboration with Brain Dead on the Ibex sneaker highlights innovation with its dual-layer design, exoskeleton structure, and O-Grip outsole. This release emphasizes the power of product differentiation through cutting-edge design. Leverage these elements in digital campaigns by emphasizing unique features, targeting outdoor enthusiasts, and creating hype with exclusive early access strategies.

The Air Jordan 12 Game Royal honors Michael Jordan Washington Wizards era. This sneaker, with its white, Game Royal, and black colorway, celebrates Jordan’s legacy beyond the Chicago Bulls. Available in full-family sizing, it offers fans a piece of basketball and fashion history.

The New Balance 997 Moonrock brings back a 1990 classic with a modern twist. The release underscores the value of leveraging heritage designs to drive excitement. Takeaways? Highlight the sneaker’s iconic status and quality in marketing campaigns, and use scarcity-driven messaging to create urgency.

BSTN and FAT International celebrate the Air Jordan 11 Legend Blue with a racecar-inspired campaign. They customize a Porsche 911 Dakar to reflect the sneaker design, featuring FC Bayern Leroy Sané. The collaboration highlights the intersection of fashion and motorsports, culminating in the 2025 Ice Race participation.

Nike’s latest SNKRS Showcase, broadcast from its Beaverton, Oregon headquarters, provided a glimpse into the future of sneaker culture with exclusive previews of 20 upcoming styles. The event featured innovative new designs like the Nike Air Superfly and matte green Air Max Muse, alongside restyled classics such as the Air Max 95, Air Max Craze, and Air Diamond Turf. Launches are staggered through 2025, reinforcing Nike’s commitment to innovation and storytelling.

👉 Key Takeaways

  • Leverage Exclusivity: Nike’s use of the SNKRS Showcase as a platform for unveiling styles shows the power of exclusive content. Consider hosting virtual product previews or live events to build anticipation and deepen engagement.

  • Drive Engagement with Storytelling: The SNKRS app enriches the customer experience by sharing design inspiration, product heritage, and untold brand stories. Replicate this by integrating content into your product pages or apps to create a stronger emotional connection.

  • Capitalize on Hype Cycles: Staggered product launches, as seen in this Showcase, keep audiences engaged over time. Plan phased releases with targeted campaigns to maintain excitement and maximize sales potential.

  • Prioritize Visual Content: Nike’s ability to captivate fans with bold aesthetics—like the hyper blue Air Max Plus—is a reminder to invest in high-quality visuals and videos that highlight unique product details.

  • Build a Community: Platforms like the SNKRS app don’t just inform; they foster a sense of belonging. Incorporate social elements like forums, user-generated content, or member-exclusive features to enhance community-driven loyalty.

Influencer Corner 📣

Joy John on LinkedIn: Ever seen a terrible Nike commercial? I could bet you’ve hardly seen one.

Nike mastered its audience and mastered the art of telling their stories. I do not watch a Nike commercial and see shoes. I see people. I see their weaknesses and strengths and I see what’s possible.

Nike is that one brand that humanizes the emotions of their audience and tells their story so beautifully.

Barry Hott on LinkedIn: Do your ads pass the “So what?” test? 🤔

I got a lot of great questions about the “So what” test in my LIVE webinar this Tuesday.

The first moment of an ad is crucial. That’s what I teach, what I tell people, what I hammer into my teams.

If an ad fails, I go back to analyze the performance and the ad concept, and I ask myself, “What was the first moment? Did we lose them on the ‘So what?’ test? When did they say ‘so what?’”

The Business of Fashion on LinkedIn: Can Vans Recapture Its Cool?

Vans is throwing its classic sneakers in a blender.

Optimization Hub ⚙️

US consumer optimism in 2024 is high, yet spending remains cautious, especially in discretionary categories. Despite economic confidence, consumers prioritize financial stability, with many trading down for value. This trend reflects a shift towards mindful consumption, highlighting opportunities for marketers to align with evolving consumer priorities and strategic insights.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

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