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Shoe Fashion is the essential newsletter for eCommerce footwear professionals.
CommerceNext Recap 🔈
What CommerceNext Taught Us About Brand
CommerceNext called it out: over-investing in conversion-led tactics is starving brands of future growth.
As Dom Devlin explained:
“Last-click is easy for CFOs to understand — but it’s a strategic dead end.”
Fospha’s Glow reveals how brands like Sweaty Betty link early signals (branded search, engaged visits) to revenue down the line — giving marketers the ammo they need to defend brand budgets.
Download The Glow Report and discover how top brands are measuring their brand marketing in 2025
Shoe Spotlight 👠
BRAND ANALYSIS
Nike’s FY25 results revealed more than a dip in revenue—they exposed the limits of a DTC-heavy model in today’s fragmented retail landscape. With digital sales down 26% and a quiet return to Amazon, the brand is shifting toward flexibility over control.
This article unpacks what that means for marketing leaders: from measuring off-platform media impact to rebuilding team alignment across DTC, wholesale, and marketplaces.
PRODUCT INNOVATION
Issey Miyake has ventured into the sneaker domain through a strategic collaboration with ASICS, unveiling the Issey Miyake Foot line during Paris Fashion Week. These designs, notably resembling cleatless football boots, reflect the brand's innovative twist in footwear, potentially impacting market trends. The Hyper Taping shoe exemplifies a fusion of advanced technology and design, aligning with marketers' interests in differentiation within the fashion industry.
COLLABORATIVE FOOTWEAR
Willy Chavarria’s collaboration with adidas for Spring/Summer 2026 introduces bold sneaker designs like the techy Megaride series and reimagines classics such as the adidas Superstar with creative twists like rose-tipped toes.
This partnership strengthens brand authenticity and highlights the potential for fashion-forward design to captivate a vibrant market, appealing to marketers interested in innovative product positioning.
WOMEN'S SPORTS FOCUS
Nike is focusing on women's sports for innovation, underscored by athlete Faith Kipyegon's record-breaking performance in Nike gear, highlighting the brand's efforts in developing products like the FlyWeb Bra.
This signifies Nike's strategic push to balance innovation with targeted messaging, particularly for female athletes, positioning Nike to bridge its historical gap in women's sports.
Photo: Courtesy of Nike
Optimization Hub 📈
DTC MARKETING EVOLUTION
DTC marketing in 2025 focuses on optimizing data and automation to enhance ROI and adapt to increasing costs and tech complexities. Brands invest in sophisticated tech stacks and prioritize first-party data to refine digital and in-store strategies, driving conversions through channels like social media and email.
VIRAL MARKETING STRATEGIES
Marketers increasingly leverage TikTok's viral trends to boost sales, utilizing tools like the TikTok Creative Center and Creator Academy. The platform's participatory culture and algorithm favor creative and authentic brand engagement, enabling even small brands to achieve rapid growth by navigating trending content efficiently. Understanding these dynamics is essential for marketers seeking impactful digital presence and engagement.
ClickZ is a ClickZ Media publication in the DTC eCommerce division