Shoe Fashion | Is luxury sneaker collab fatigue setting in?

At Cannes Lions this year, one word kept surfacing: brand.

In a performance-obsessed world, brand feels harder to defend. It doesn’t show up in ROAS or fit neatly into a reporting cycle. But that doesn’t mean it’s not driving results.

As Rory Sutherland put it, “A brand is like a pension… one day you wake up and go: bloody hell, where did all this equity come from?”

He’s right. Our data at Fospha shows brands investing more than 10% in upper-funnel activity see 2x the overall marketing efficiency. But belief isn’t the issue — buy-in is.

To protect brand budgets, we need better evidence. That’s why we’ve identified early signals—like branded search and engaged visits—that connect brand activity to business outcomes.

👉 Read the full article
📊 Download the Glow Report to explore the data behind the brand debate.

While the world’s eyes were on Cannes last week, we’ve been spotlighting a different kind of creativity.

The ClickZ 25of25 Awards spotlights 25 standout DTC and digital-first campaigns that drove real impact this year — across five key sectors: luxury, beauty, wellness, home, and fashion.

Each winner represents smart, scaled, creatively sharp marketing — and we’re thrilled to celebrate their work.

You’ll find the full list — plus sector breakdowns and creative highlights — in our full awards report.

📥 Download the full report below

👉 Got a standout campaign or behind-the-scenes story to share? ClickZ is always looking to spotlight fresh creative — reach out to us, we’d love to hear from you.

FOOTWEAR COLLABORATION

The collaboration between Au Départ and Vans introduces a premium Vans Authentic sneaker, exclusive to friends and family, wrapped in Au Départ's signature tri-hued leather with a geometric pattern. Marketing professionals can note the strategic importance of leveraging brand heritage and exclusivity to enhance perceived value and consumer desirability, highlighting how luxury details can transform standard products into symbols of prestige and style.

FASHION TECHNOLOGY INSIGHTS

The auto-lacing shoes market is projected to expand significantly by 2032, as leading companies like Nike, Adidas, and Xiaomi integrate advanced technology to enhance user convenience and accessibility, particularly benefiting elderly and disabled users. This trend is relevant for marketers targeting high-growth areas in smartwear and fashion sectors, facilitating strategic product positioning and consumer engagement strategies. The market's growth will pivot on regional advancements, emphasizing opportunities in developing tailor-made solutions for diverse market needs.

FASHION COLLABORATION

Balenciaga and PUMA have collaborated to introduce a performance-inspired collection, merging Balenciaga's fashion-forward design with PUMA's sportswear heritage. Key items include a revamped Destroyed Speedcat sneaker and co-branded apparel that combines technical sportswear elements with fashion aesthetics. This collaboration offers marketers insight into leveraging brand partnerships to create hybrid products that appeal to both fashion and sportswear consumers.

ATHLETE BRANDING

Michael Jordan considers ending his 40-year partnership with Nike, a move that could greatly impact sports marketing and athlete branding. This long-standing collaboration has been instrumental in defining athlete endorsements, blending sports, fashion, and lifestyle. Marketers must note how such alliances shape consumer perceptions and branding strategies.

ECOMMERCE TRENDS

In 2025, eCommerce marketing is driven by five crucial trends:

These trends highlight the strategic use of technology and platforms in capturing and retaining customers, emphasizing the need for tailored experiences, efficient data handling, and adaptive marketing strategies for professionals in the field.

GEOGRAPHIC INSIGHTS

Geographic Insights and Activation (GIA) on Amazon DSP empowers marketers to efficiently tap into underpenetrated markets by leveraging Amazon's first-party data.

This tool enables advertisers to identify high-potential geographic areas, optimize campaigns, and combine online and offline sales data for improved reach and ROI. By addressing challenges of localized personalization and operational friction, GIA offers a precise means to enhance advertising effectiveness and expand customer bases.