Shoe Fashion
This week we’re tracking how performance pivots, viral collabs, and product dev tech are reshaping momentum in the footwear space.
TikTok drives 35% of sales—and 42% of Amazon buys. Fospha’s Halo shows why ROAS needs a reset.
Skechers enters the basketball arena with its first performance shoe—testing brand stretch beyond comfort.
Shoe Palace adopts PLM tech to shrink dev cycles—speed-to-shelf is the new sneaker drop advantage.
Crocs x Krispy Kreme clogs hit 215M pre-launch impressions—collabs now beat paid on reach and hype.
Google’s AI review summaries mean footwear brands must manage rep like product—every click counts.
⏱️THE MINUTE READ
Retail growth is no longer confined to brand .com websites. Fospha’s newest report shows customers are shopping across a fragmented mix of web, Amazon, and TikTok Shop, and the data proves it.
In their analysis of $176M in ad spend, Fospha’s research found that:
Web/.com now accounts for just 43% of total sales
Amazon contributes 22%
TikTok Shop is already driving 35% of total sales (for brands actively spending in the channel)
But the report’s biggest finding? 42% of Amazon sales are influenced by ads on TikTok, Meta, Google, and Snap. Traditional tools miss this impact completely.
To solve this, Fospha built Halo. The report demonstrates how Halo’s daily, full-funnel measurement unifies .com and marketplace performance into a single view, capturing the true cross-channel impact of marketing with Unified ROAS [(Web + Amazon Revenue) / Channel Spend].
👉 Download Fospha’s Halo Report: Measure and Grow .com and Beyond to explore the full data and insights.
📌WEEKLY MUST-KNOWS
PRODUCT STRATEGY
Skechers Makes Bold Basketball Move: New Performance Shoe Backed By WNBA Rising Star
Skechers launched the SKX Full Court Press, its first performance basketball silhouette, debuting on L.A. Sparks rookie Rickea Jackson. The push signals a shift from lifestyle comfort into a $2 billion U.S. hoops category dominated by Nike and adidas. Success would diversify revenue and test Skechers’ ability to translate casual dominance into credibility-driven performance marketing.
StockTitan
SUPPLY-CHAIN TECH
Shoe Palace Streamlines Product Development With Centric PLM, Setting New Standards In Retail Innovation
California-based Shoe Palace adopted Centric Software’s PLM to centralize data from concept to shelf. Faster line-plan visibility aims to cut sample cycles and improve speed-to-shelf — a critical edge as wholesale lead times shrink and consumers demand weekly novelty. Competitors still working off spreadsheets face widening agility gaps..
VIRAL COLLABS
Crocs X Krispy Kreme Collab Proves Brand Partnerships Are A Viral Goldmine
A $90 doughnut-themed clog drops Aug. 5, complete with sprinkle Jibbitz and limited bakery packaging. Pre-launch social chatter hit 215M impressions in 48 hours, showing how novelty mash-ups can outperform paid reach. Expect more Q3 tie-ins as brands chase earned media lift over escalating CPMs.
Design Rush
⚡QUICK READS
Travis Scott Debuts CPFM X Nike “Swamp Sponge” Dunk: The courtside reveal locks in another hype cycle ahead of Fall ’25, underscoring Nike’s reliance on artist seeding to front-run sellouts.(More)
Creative Trends: Ad Age’s round-up of 12 standout campaigns shows humor-first, culture-hacking creative outperforming hard-sell spots—signals to loosen brand guidelines ahead of Q4 tests.(More)
🧠OPTIMIZATION HUB
RETAIL INNOVATION
Google Introduces AI-Powered Business Review Summaries in Chrome for Enhanced Shopping
Google's new feature in Chrome displays AI-generated summaries of online store reviews, accessible by tapping an info icon next to the URL. This tool, listing star ratings and summaries, offers consumers a straightforward view of retailer reputations. It's vital for brands to ensure positive Google reviews to influence purchase decisions, as this feature prominently highlights customer feedback during site visits.
DIGITAL MARKETING STRATEGIES
Marketing Tips for Uncertain Times
In times of economic uncertainty, maintaining marketing efforts on Pinterest is crucial for long-term success, as the platform reaches a broad, actively shopping audience. By leveraging awareness campaigns, performance marketing solutions, and AI-driven tools, marketers can optimize engagement with high-intent shoppers while emphasizing value-based messaging to align with changing consumer budgets.
ClickZ is a ClickZ Media publication in the DTC eCommerce division