Nike Turnaround Gains Pace After Strong Quarter

Here's what's happening this week in the world of footwear eCommerce: - Nike beats Q1; momentum into holiday assortments. - Shox Z modernizes Shox for all-day wear. - October slate: LeBron 23, AE2, AJ11 heat. - Edwards 2 drops Oct 4—crossover demand likely. - CLOT reworks Samba/Stan Smith into espadrilles.

Juvenon suspected upper-funnel spend were fueling growth, but pixel reporting undervalued them, pushing spend to the bottom funnel.

With Fospha’s Halo, they unified DTC and Amazon sales and uncovered the truth: TikTok was 9X stronger than reported, DTC performance was under-credited by 2.9X, and upper funnel became their growth engine.

👉 Read the full case study

PRODUCT INNOVATION
Nike Introduces The Shox Z, A Bold Reimagining Of A 2000s Icon

Nike unveiled the Shox Z—a lower, more flexible lifestyle take on archival Shox tech—debuting in China with a global rollout planned and a campaign fronted by Aryna Sabalenka. The move taps retro-tech energy while improving all-day wear, aiming to drive full-price sell-through beyond pure nostalgia. Impacted: lifestyle buyers, women’s cross-category merchandising, and creatives building retro-tech narratives.

SEASONAL LAUNCH CALENDAR
The Best Sneakers Releasing In October

October’s slate aligns with NBA tip-off: Nike’s LeBron 23 debuts, Adidas introduces Anthony Edwards 2 ‘With Love,’ and Jordan Brand kicks off nine AJ11 anniversary colorways. Athlete-led storytelling and constrained supply will spike demand and traffic early in the month. Impacted: campaign timing for performance and social teams, inventory holds for drop windows, and affiliate partners planning conversion pushes.

COLLAB LAUNCH
Salehe Bembury Drops Puma Velum 1 In Two Colorways

Salehe Bembury released the Puma Velum 1 in ‘Mahana’ and ‘Yams’ with Nitro cushioning at $160, available now via Be a Spunge and at Kith on Oct. 7. The designer’s pull continues to widen Puma’s lifestyle halo and drive rapid sell-through on limited models. Impacted: collab allocation strategy, raffle mechanics, and creator partnerships amplifying color story and materials.

October Sneaker Release Calendar Highlights: Adidas Anthony Edwards 2 drops Oct. 4 at $130—prepare paid social and affiliate spikes around launch morning for on/off-court crossover demand.(More)

Clot X Adidas Espadrille Pack Announced: CLOT retools Samba and Stan Smith with jute-wrapped espadrille soles for Fall 2025—signal to expand seasonal, fashion-first takes on heritage franchises.(More)

NFL Rolls Out "Fan Like A Pro" Campaign: The NFL launched an influencer-led global campaign spotlighting fan fashion and NFL Shop, signaling a bigger league push into social commerce for licensed apparel.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division