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  • Ecomdigest Sneakers & Trainers - 11.07.2024

Ecomdigest Sneakers & Trainers - 11.07.2024

PLUS: Monopoly-inspired LeBron Nikes Hit the Market 🎲💰

Author

Sophie Bruxner-Randall
November 07, 2024 • Estimated Reading Time: 7 minutes

Editor’s Pick 🎯

YouTube surpasses forecasts in Alphabet's Q3 earnings call

Google parent Alphabet's Q3 earnings call revealed YouTube's impressive performance, bringing in nearly $9b in ad revenue—a 12.2% increase year-over-year. This substantial growth, typically undisclosed by Alphabet, signals the platform's rising dominance in digital advertising.

👉 Fospha highlighted this upward trend in their their latest report, identifying YouTube as the second-fastest-growing ad channel for eCom brands by ad spend.

While YouTube currently reports the highest CPA among Google channels as brands adapt and optimize their campaigns, its increasing popularity reflects a broader shift toward brand-building channels for long-term growth. The platform's potential for driving brand growth makes it one to watch in coming quarters.

Niche Nuggets 🔎

Travis Scott's collaboration with Nike introduces the Zoom Field Jaxx in a new "Leche Blue" colorway, set for Spring 2025. This sneaker blends retro trainer elements with modern design. While images are limited, the anticipated release promises a mix of light blue, brown, and white for $170.

Adidas is set to release exciting sneaker collaborations in November, including partnerships with Demon Slayer and Moon Boots. Highlights include Kobe Bryant's Philadelphia-inspired sneaker and Donovan Mitchell's Panamanian heritage design. The Simpsons collaboration also features a unique Werewolf Flanders sneaker. These releases showcase Adidas' innovative approach to sneaker design.

The Monopoly x Nike LeBron 22 sneaker, launching November 19, features a Monopoly money design and silver accents, appealing to board game enthusiasts. A second variant in black and blue may be limited. This release follows LeBron's TR1 training sneaker, showcasing Nike's innovative collaborations in the sneaker industry.

Nike is set to release the Air Max Sunder in "Safety Orange" for Spring 2025. This retro sneaker, featuring a neoprene shell with black and silver accents, will be available via the SNKRS app and select retailers for $180.

Adidas has reported a robust 10% sales growth in the third quarter, reaching 7.01 billion USD, surpassing expectations. This marks the third time Adidas has raised its annual guidance, now anticipating a 10% growth for the year. The company's operating profit also saw a significant rise to 650 million USD, with a forecast of 1.3 billion USD for the year.

The brand's performance varied across regions, with Europe seeing an 18% increase, while North America experienced a 7% decline due to the reduced Yeezy business. However, excluding Yeezy, North American revenues improved. Adidas' retro footwear models and balanced product mix contributed to double-digit growth in both Lifestyle and Performance segments, highlighting the brand's strong market presence.

Brooks Running achieved a significant milestone by surpassing $1 billion in global revenue within the first nine months of 2024. This success was driven by strong growth across all regions, particularly in North America and Asia Pacific, and marked by increased e-commerce sales and market share gains.

Leading Voices 📣 

Jamie Bolton reveals how top eCommerce brands drive resilient growth:

🌐 Diversification is Key: A diverse channel mix acts as an “insurance policy” for brands amid rising CPAs and a challenging market.

🔄 Stay Agile: What worked last year may not work today. Top brands adjust their strategy over time, adapting to new growth levers as they mature.

📊 Measurement Matters: With channel diversity comes more complex measurement needs. Only with full-funnel attribution can brands assess their channel mix and remain agile.

For a full rundown, check out the full post!

Performance Pulse 📈

Front Row, an acceleration company, helps brands optimize e-commerce strategies on platforms like Amazon. By leveraging Deal Days, brands can boost sales and visibility. Success requires planning, unique offerings, and nurturing customer loyalty. Effective SEO and affiliate marketing are crucial for sustained growth and maximizing long-term benefits.

LinkedIn's new research highlights the effectiveness of connected TV (CTV) campaigns for reaching decision-makers. With LinkedIn's CTV ad options, you can extend your marketing to platforms like Paramount and Roku. This approach could enhance your campaign's reach, especially among influential LinkedIn users who regularly consume CTV content.

Brands are shifting focus this holiday season, emphasizing social media content like hauls and unboxing over traditional e-commerce. According to Digiday Research, companies are refining strategies, including gift guides and catalogs, while adjusting discounts and revenue expectations. Insights from industry professionals highlight evolving marketing tactics and competitive dynamics.

Ecomdigest is a Contentive publication in the DTC Ecommerce division