Shoe Fashion | Teva Bets On Streetwear To Catch Ugg And Hoka

Here's what's happening this week in the world of footwear marketing:
- Teva leans into streetwear to close a growth gap.
- Jordan 5 ‘Tokyo’ stages a Japan-first, limited return.
- Zendaya x On pushes fashion-performance at a $200 price point.
- Jordan 3 ‘Mexico’ taps lucha libre storytelling for September.
- Nike Running activates innovation via Nordstrom NYC pop-up.

At eTail Boston 2025, Fospha’s Chief Product Officer Dom Devlin joined leaders from Ahold Delhaize, Fleet Feet and Bonsai to tackle one of marketing’s most expensive blind spots: how brands measure performance across channels.

Too many brands still skew budgets toward the final click - because that’s the only place their reporting gives them certainty, all while under-funding the demand generation that actually drives long-term growth. Fleet Feet’s Tiffany Lee shared how cutting upper-funnel spend for just eight months saw new customer acquisition drop sharply, only recovering once awareness campaigns were restored.

Dom added another layer: the marketplace blind spot. Fospha’s data shows 42% of Amazon sales are influenced by non-Amazon ads - yet most reporting tools treat those sales as “organic,” meaning the channels that triggered the purchase never get the credit. Without that visibility, key growth drivers are left under-invested.

This is where Fospha’s Halo capability comes in - bringing DTC and marketplace sales into one Unified ROAS metric. It allows brands to see the true impact of channels like TikTok, Meta, and YouTube across all revenue streams, not just their own sites, and make confident, evidence-based decisions about where to spend next.

🔎 Read the full session insights to see all the panel’s takeaways on full-funnel measurement and closing marketplace gaps

📥 Explore Fospha’s Halo Report to uncover how brands like Nécessaire used it to beat their Prime Day benchmarks by 47%

BRAND STRATEGY
Teva Banks On Streetwear Collaborations To Catch Up With Ugg And Hoka

Teva tapped Sean Wotherspoon for its most design-forward collection yet, rolling out via Kith, Extra Butter and a Tokyo pop-up to court sneaker and streetwear consumers. The push comes as Deckers’ Other Brands revenue fell 19% while Ugg and Hoka surged, with looming Vietnam tariffs pressuring margins. Expect tighter collab calendars, selective wholesale, and pricing discipline as Teva seeks relevance with fashion-forward men and channel partners.

LAUNCH STRATEGY
Air Jordan 5 ‘Tokyo’ Returns With Japan-First Release And Limited Pairs
Jordan Brand will reissue the AJ5 “Tokyo” with a SNKRS Japan drop on Aug. 23 and a U.S. release Sept. 27, reportedly limited to 20,000 pairs and special packaging. The staged, scarcity-led rollout is designed to concentrate demand and drive cultural heat back to a 2011 grail. Allocation, raffle mechanics, and content timing around the Japan-first window will be critical for retailers and resale-sensitive audiences.

INFLUENCER PARTNERSHIPS
Zendaya And On Launch Cloudzone Moon, Blending Fashion And Performance
On and Zendaya, with Law Roach, unveiled the Cloudzone Moon in three colorways at a $200 price, pairing CloudTec cushioning with fashion-first storytelling and authentic creator-led content. The drop, alongside the broader Zendaya Edit, signals On’s deeper move into lifestyle while leveraging celebrity design to expand reach. Expect high cross-category engagement and DTC-first demand, with selective wholesale partners amplifying halo effects.

Lucha Libre-Inspired Air Jordan 3 “Mexico” Set For September: Cultural storytelling, custom packaging and patriotic palette tee up demand across Mexico City activations and U.S. Hispanic audiences. (More)

Nike x Yu-Gi-Oh Air Max 95 Drops September 12: A worldwide “Joey” colorway and Japan-only “Jonouchi” variant show how anime IP plus regional exclusives can sharpen Gen Z engagement and geo-targeted merchandising. (More)

Nike Running Pops Up At Nordstrom NYC: Brand-led shop-in-shop spotlights performance innovation in a high-traffic wholesale setting, signaling renewed focus on experiential acquisition for core running. (More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division