Shoe Fashion
This week, here’s what’s happening in the world of footwear marketing:
Clarks drops Pace walker and taps Strava’s 125M users
Columbia revives its humor with “Engineered for Whatever” push
Sporty & Rich gives the Samba a preppy polish
🌟 Editor’s Pick - Incrementality Over Instincts
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How brands found the confidence to reallocate budget and scale new channels
How combining incrementality testing with always-on measurement completes the measurement puzzle - delivering a holistic, reliable view of marketing impact
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📌WEEKLY MUST-KNOWS
PRODUCT & DIGITAL ENGAGEMENT
Clarks Launches Pace Walking Shoe and Strava Challenge
Clarks unveiled its first performance walking model, Pace, and paired the drop with a global Strava walking challenge that unlocks in-app badges and early access. The 200-year-old brand is chasing the fast-growing fitness-walking market while harvesting zero-party data from Strava’s 125 million users. Expect more heritage labels to fuse product launches with digital fitness platforms to compress launch-to-purchase cycles.
BRAND STRATEGY
Columbia Sportswear Debuts “Engineered for Whatever” Brand Platform
Columbia is rebooting its irreverent DNA with a humor-driven “Engineered for Whatever” campaign that subjects gear to over-the-top stress tests and features comedian Jimmy O. Yang. The reset aims to cut through a cluttered outdoor market and reclaim Gen-Z mindshare ahead of holiday spend. Watch for heavier social-video investment as Columbia fights Patagonia and The North Face for brand salience.
ClickZ is hosting an exclusive drinks gathering on Day 3 of eTail Boston—and you’re on the list.
We’re bringing together some of the sharpest minds in retail and marketing for an evening of cocktails and insider conversations, all just steps away from the event venue.
Wednesday, 13 August | 4:30 PM (Day 3)
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Spots are limited—grab yours now.
⚡QUICK READS
Adidas X Sporty & Rich Samba: Prep-tinged white-green Samba drops late summer, extending Adidas’ premium collab flywheel. (More)
Adidas, Adizero, Evo SL Tops Runner’s World: Runner’s World crowns the Evo SL best overall, boosting Adidas’ credibility ahead of marathon season. (More)
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