Shoe Fashion | How Sweaty Betty Unlocked a 2.3% AOV Uplift—And How Footwear Brands Can Too

Sweaty Betty knew their brand campaigns delivered, but proving it? That was the challenge. The brand partnered with Fospha, they applied a Bayesian network model to their data, exposing the causal link between awareness spend and business outcomes like AOV.

The breakthrough? Identifying engaged visits and branded search impressions as key predictors of downstream results. These became core KPIs and Sweaty Betty could scale brand spend with confidence.

The result? A 2.3% uplift in AOV among new customers after their integrated brand campaign, reinforcing the strong relationship between awareness and pricing power. Read the full research and learn how to unlock stronger pricing power here.

FOOTWEAR COLLABORATION

Supreme's collaboration with Hiroshi Fujiwara's GOODENOUGH and Nike Air Force 1 targets fashion-forward consumers, leveraging the nostalgic appeal of '80s and '90s punk-hip-hop influences for summer 2025. The co-branded sneakers, featuring unique design elements like leopard print swooshes and Supreme's iconic adjustments, drop on June 5 through Supreme.com. For marketers, this release underscores the strategic value of nostalgic branding to captivate niche markets, emphasizing the trend's commercial potential for driving consumer engagement.

SNEAKER LAUNCH

Nike and Major League Baseball have collaborated to launch the first Nike-produced sneakers inspired by MLB franchise City Connect uniforms, offering fans a unique way to display team spirit. The Boston Red Sox edition of these Nike Air Max 270 sneakers pairs team colors and logos with the brand's renowned comfort and performance. This release highlights a strategic branding opportunity for marketing professionals to capitalize on fan engagement through apparel and accessories, reinforcing the synergy between sports merchandising and fan loyalty within the eCommerce sector.

PRICING STRATEGY

Dr. Martens has pledged to maintain shoe prices despite significant US tariffs, emphasizing reliability for consumers. With over 90% of production in Vietnam and Laos, where tariffs were substantial, the promise highlights strategic sourcing resilience. This decision serves as a reassuring brand commitment to cost stability, crucial for maintaining consumer trust during economic pressures.

3D-PRINTED FOOTWEAR

Sean Wotherspoon's collaboration with Zellerfeld introduces 3D-printed, customizable footwear, emphasizing sustainability and agility in production, catering to modern lifestyle dualities. This innovation provides marketing professionals with insights into how evolving technology and bespoke product strategies can enhance consumer engagement. By minimizing waste and offering unique designs, the partnership exemplifies strategic foresight for industry trends.

INCLUSIVE MARKETING

Brands dialing down Pride campaigns in 2025 risk more than bad PR—85% of LGBTQ+ consumers say they’ll spend elsewhere if inclusion efforts are dropped. This year’s approach is quieter but more considered: Levi’s focuses on safe public spaces, MAC commits $1M to LGBTQ+ causes, and Nike co-designs sneakers with queer athletes. Flashy rainbows are out; sincerity and year-round support are in.

SOCIAL MEDIA MARKETING

Pinterest's updated TransActV2 ranking model significantly enhances user engagement by analyzing 16,000 user actions, compared to the previous 100 actions, resulting in a more personalized experience. The model's improvements include a 2x increase in re-pin actions, 12.8% fewer Pin hides, and more diverse timelines, making it essential for marketers to revisit Pinterest as a potential platform for brand engagement. These enhancements underscore Pinterest's growing strategic relevance for brands seeking personalized interactions and higher user engagement.