Shoe Fashion
Here's what's happening this week in the world of footwear eCommerce:
- Vans names SZA artistic director
- Pharrell’s Jellyfish goes mass after VIRGINIA sellout.
- Havaianas and Zellerfeld debut 3D-printed flip-flop
💸 The $200B Miscalculation Marketers Can’t Afford
On stage at eTail Boston, Fospha’s Chief Product Officer, Dom Devlin, warned that retail’s reliance on last-click metrics is outdated, and it’s costing brands $200 billion in under-credited sales.
The missed connection is clear: shoppers often discover on TikTok, Meta, or Snap, but complete their purchase on Amazon, Walmart, or Target. Traditional attribution frameworks rarely connect those dots. As a result, channels that spark demand are stripped of credit, while budgets overweight the “closers” - whether or not they truly created the sale.
Dom called this the bottom-of-funnel trap: over-investing in channels that finish the purchase while underfunding those that generate demand. The fallout is higher acquisition costs and shrinking pipelines of future customers.
Fospha’s Halo platform was built to break that cycle. By integrating marketplace and DTC sales into one unified ROAS, it captures the full impact of discovery spend across the funnel. For brands like Nécessaire and Give Me Cosmetics, that visibility has unlocked the confidence to double down on demand generation while protecting profitability.
📥Download Fospha’s Halo Report to see how leaders are funding growth where it really starts.
📌WEEKLY MUST-KNOWS
INFLUENCER LEADERSHIP
SZA Becomes Vans’ Artistic Director
Vans named SZA its new artistic director, signaling a culture-first pivot that blends music, storytelling, and product. Expect tighter integration between campaign narratives and design pipelines, with collaborations that broaden Vans’ reach beyond core skate.
PRODUCT LAUNCH
Pharrell and Adidas’ VIRGINIA Jellyfish Drops Next Week
After a quick sellout on Pharrell’s VIRGINIA platform, the Jellyfish “Orange” hits adidas on August 23 for $300. The play tests owned-platform seeding before broader DTC rollout, lifting scarcity and demand signals ahead of mass release. Adidas channels and affiliates should prepare for premium price positioning and targeted high-intent retargeting.
MANUFACTURING INNOVATION
Havaianas and Zellerfeld Debut 3D-Printed Flip-Flop
Havaianas partners with Zellerfeld on its first fully 3D-printed flip-flop, pushing on-demand production into beachwear. Additive manufacturing reduces tooling, shortens development cycles, and opens modular customization at scale. Footwear supply-chain and product teams should evaluate print-to-order pilots for limited capsules and sustainable quick turns.
🧐 What Does Brand Building Really Mean in eCommerce?
⚡QUICK READS
Awake NY x Jordan 5 Release Mechanics: EQL raffles go live Aug 17 (Bubble Gum exclusive at Awake NY); Racer Blue gets broader fall SNKRS rollout—staggered drops favor segmented bidding and phased content. (More)
Kith x Adidas x Clarks Hybrid Tease: Wallabee upper on UltraBOOST and 4D midsoles signals continued appetite for heritage-performance hybrids—track search interest and wishlist spikes ahead of release details. (More)
Nike KD 18 “EYBL” Unveiled: EYBL storytelling primes back-to-school basketball demand—align paid social and retail floorsets to youth circuit content for early conversion. (More)
ClickZ is a ClickZ Media publication in the DTC eCommerce division