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Shoe Fashion Newsletter | Don’t Put All Your Eggs in One Channel

Plus, ASICS x Story mfg. brings hobbycore to sneakers with eco-conscious flair.

Author

Sophie Bruxner-Randall
April 16, 2025 • Estimated Reading Time: 7 minutes

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Shoe Fashion is the essential newsletter for eCommerce footwear professionals.

Top 5 adtech tools this week: Fospha, Pentaleap, Compliant, Oktopost and Claritas | Performance Marketing World

Top 5 adtech and martech tools this week: from decoding competitor strategies to proving the ROI of in-game ads, here’s our round up of new ways to power up your tech stack.

This week:
– Fospha: Halo tool measures true cross-channel marketing impact on DTC Amazon sales
– Pentaleap: teams up with Vantage to offer retail media networks a unified path-to-purchase
– Compliant: working with Fiducia to boost programmatic media quality for clients
– Oktopost: new Content Marketing Intelligence to decode competitor strategies for B2B clients
– Claritas: teaming up with Anzu.io to prove ROI of intrinsic in-game ads

Sector Spotlight 🎥

STRATEGIC PARTNERSHIPS

ASICS’ latest collaboration with Story mfg. on the GEL-VENTURE 6 sneaker taps into the rising demand for lifestyle-aligned footwear, blending outdoor utility with artisanal aesthetics. By incorporating eco-conscious materials and design cues inspired by hobbies like hiking and crafting, the partnership captures the growing consumer desire for authenticity and sustainability. For marketers, this launch offers a playbook on how to blend purpose-driven storytelling with limited-edition drops to engage values-led audiences.

BRAND COLLABORATION

Nike's collaboration with Kool-Aid introduces the vibrant Nike x Kool-Aid Ja 2 sneakers, reflecting NBA star Ja Morant's flavor preferences. Although Nike's recent 2.2% share price dip contrasts with market positivity, this new line could bolster brand engagement and drive full-price sales. Analysts forecast modest revenue growth amid market challenges; the collaboration aims to enhance Nike's competitiveness and appeal.

MARKETING CAMPAIGN

Steph Curry's new Under Armour sneaker commercial transforms a Finals defeat into a narrative of redemption, strategically acknowledging past shortcomings to motivate both athletes and marketers. By focusing on Curry's resilience and dedication, the ad targets engagement, delivering an authentic, relatable brand message esteemed by marketing professionals attracted to stories of determination and perseverance.

FASHION COLLABORATION

The KENZO x Converse collaboration releases Chuck 70s featuring 1980s-inspired Hana Leopard prints and modern period-specific design elements, showcasing a fusion of nostalgia and innovation. Marketing professionals should note the strategic blending of vintage aesthetics with modern trends, appealing to a diverse fashion demographic. The collection, launching April 17, 2025, provides insight into leveraging cultural nostalgia for brand differentiation.

PRODUCT INNOVATION

Birkenstock's Arizona CosNy sandal introduces a fresh twist with nylon puffer-like straps and hook-and-loop closures, offering enhanced versatility from winter to summer. Releasing on April 17th, these sandals blend brand authenticity with modern comfort, appealing to fashion-forward consumers seeking style and adaptability. Ideal for marketers, this launch illustrates evolving consumer demands for comfort-oriented, fashionable solutions in the footwear market.

BRAND BUILDING

Dr. Martens commemorates its 65th anniversary by releasing a limited edition of the iconic 1460 boot model, appealing to collectors and fashion enthusiasts. The 1460 Pascal Love Letter boots, produced in the original Wollaston factory, showcase premium craftsmanship with Classic Calf leather from Leeds' CF Stead tannery. The boots, priced at 550 euros, offer an aspirational collector's item, embodying enduring style and cultural legacy, presenting strategic marketing value through exclusivity.

Influencer Corner 📣

Experience Over Possession, Gen'Z Luxury | Juan Campdera

Gen Z values experiences over owning luxury goods, favoring moments they can share and showcase on social media. This has driven demand for experiential luxury like exclusive events, pop-ups, and limited-edition releases that foster community and exclusivity.

+71% Gen Z say they would rather spend money on an experience than a product.

+75% Gen Z beauty consumers claim that "the brand’s values and storytelling" significantly influence their purchasing decision.

www.linkedin.com/posts/juancampdera_beautypackaging-beautybusiness-beautyprofessionals-ugcPost-7316129840594661376-p8dS?utm_source=share&utm_medium=member_desktop&rcm=ACoAABwRG8wBGGOCpGU3rhxXdxdccfuHSghjYwg

The “Marketing & Communication Manager” Starter Pack 👩🏼‍💻 | Emma Bauditz Hansen

Included in the box:
💻 A MacBook that never closes
☕ Coffee, because ideas don’t come without it
🎧 AirPods (always connected to the wrong device)
🕶️ Sunglasses for the lunch breaks outside ofc
 📱 LinkedIn and Canva, where the magic (and mild panic) happens
 💄 A touch of lipstick for a perfectly practiced “I’ve got this” face
& a smile that means “This brand is in good hands”

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Optimization Hub ⚙️

ACCOUNT-BASED MARKETING

LinkedIn stands out as the premier platform for account-based marketing due to its unmatched targeting capabilities that effectively reach specific companies and roles. Leveraging LinkedIn's tools, such as matched audiences and layered targeting approaches, significantly enhances conversion rates and ROI, as engagement-based strategies increase retargeting prospects by 40%. To maximize LinkedIn's power, marketers should define precise ideal customer profiles and integrate AI-powered tools for dynamic audience optimization.

AI SEARCH STRATEGIES

Google's AI Mode is transforming search by integrating AI-driven, conversational interactions akin to ChatGPT into its platform, reshaping SEO efforts. This demands a focus on generative engine optimization and enhanced content quality, leveraging structured data, and developing authoritative backlinks to remain visible and competitive. AI tools and insights are critical for adapting strategies to this new search paradigm.

AI INVESTMENT STRATEGY

Amazon CEO Andy Jassy underscores the necessity of significant AI investments to enhance customer experiences and maintain competitiveness. With around $8 billion invested in AI startup Anthropic, Amazon integrates AI into its offerings, such as the revamped Alexa voice assistant. This positions the company at the forefront of providing enriched, personalized experiences, serving shareholders and aligning with industry trends.

ClickZ is a Contentive publication in the DTC eCommerce division