Shoe Fashion
Here’s what’s happening this week in the world of footwear marketing:
- Travis AJ1 Low goes DTC; SNKRS sits this out.
- Adidas AE 2 drops Oct 4.
- Kith x Birkenstock Boston Braided fuels clog demand.
😯Most brands will get Peak 2025 wrong…
They’ll overspend, chase platform ROAS, and miss the growth happening outside .com. The brands winning peak have already shifted using full-funnel measurement to invest earlier, plan smarter, and scale profitably across DTC and different marketplaces.
Fospha's Peak Playbook 2025 distills their strategies, benchmarks, and budget splits, built on billions of dollars of ad spend data, so you don’t make the same mistakes.
📌WEEKLY MUST-KNOWS
DISTRIBUTION STRATEGY
Travis Scott X Fragment X Air Jordan 1 Low OG Releases September 20th, But Not On SNKRS
The Travis Scott x Fragment x Air Jordan 1 Low OG “Military Blue” drops Sept. 20 exclusively on Travis Scott’s site, with no SNKRS plans. A creator-led DTC launch shifts demand from Nike’s owned channel to the artist’s ecosystem, tightening access, amplifying traffic spikes, and capturing first-party data. Brand, retail, and affiliate teams should plan for site queueing, bot mitigation, and alternative demand capture.
SIGNATURE PERFORMANCE
Adidas Introduces The AE 2 As Edwards’ Second Signature Model
Adidas debuts Anthony Edwards’ AE 2 on Oct. 4 at $130, evolving the AE 1 with a low-cut frame, stability panel and Lightstrike/Light Boost cushioning. The price-pointed signature signals Adidas’ commitment to Edwards’ rising star while targeting volume sell-through in Q4. Expect heavy on-court visibility and creator content opportunities for launch storytelling.
FLAGSHIP INNOVATION
LeBron James’ Historic New Nike Sneaker Will Be Released Soon
Official imagery of the Nike LeBron 23 “40K+” reveals a metallic upper, special holographic packaging, and a ReactX-cushioned insole ahead of a 2025 debut. Nike is pairing tech upgrades with milestone storytelling to premiumize the flagship and justify likely higher ASPs. Merchandising and content teams should plan unboxings and GS-size family storytelling to maximize launch momentum.
Nike and Lego launched a cross-category collection on Sept. 1 spanning Dunks, apparel, backpacks and Lego sets, with membership perks highlighted. The back-to-school timed drop expands Nike’s kids/family funnel and unlocks bundling, experiential retail, and co-branded content. Marketers should leverage licensed IP to drive basket size and capture new household accounts.
⚡QUICK READS
Kith And Birkenstock Reunite On Braided Boston: Kith’s handwoven Boston Braided (Aug. 22/28 releases) taps the clog boom and craft storytelling—expect limited runs, high AUR, and strong lifestyle content.(More)
Stella McCartney Debuts Mycelium And Apple-Leather Shoes: Vegan Elyse line uses mycelium and apple waste—lower-impact materials signal a viable premium alternative for brands pursuing decarbonization targets.(More)
Nike Air Foamposite Pro “Gym Red” Returns In 2026: The loud 2015 “Gym Red” Foamposite Pro retro lands summer 2026 at $240—long-range pipeline cue for content and allocation planning.(More)
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