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Shoe Fashion Newsletter | Stepping Ahead for Spring

Plus: Sporty & Rich’s Adidas Adistar Cushion drop is a minimalist sneakerhead’s dream

Author

Sophie Bruxner-Randall
February 19, 2025 • Estimated Reading Time: 8 minutes

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Shoe Fashion is the essential newsletter for eCommerce footwear professionals.

🛑 Before We Get Into It…

🚀 eTail West 2025 is almost here! Want the inside track on game-changing trends, must-know insights, and key takeaways from the event?

Sector Spotlight 🎥

Converse's launch of the SHAI 001 exemplifies a strategic fusion of style and performance, directly appealing to sneaker professionals. Shai Gilgeous-Alexander's involvement in design reflects a unique collaboration approach. This release, timed with NBA All-Star Weekend, underscores Converse's innovative drive, aiming to captivate and expand the brand's market reach.

SNEAKER INNOVATION

Sporty & Rich, in collaboration with Adidas, unveils the Adistar Cushion, showcasing innovative design and strategic brand alignment. With minimalistic gray and white hues, set for a Spring 2025 release, the sneaker anticipates current market shifts, reinforcing both brands' dedication to enhancing brand performance through style, digital marketing, and consumer engagement.

SNEAKER INNOVATION

Ronnie Fieg's collaboration between Kith and On Running, slated for Spring 2025, underscores a strategic approach in expanding digital footprints within the sneaker industry. Featuring the innovative On CloudTec technology, this partnership reflects a calculated strategy in leveraging Fieg’s established reputation to enhance eCommerce growth and consumer anticipation. Previous successes, like Roger Federer’s On tennis sneaker debut in 2021, emphasize the power of collaborative branding to captivate market interest and deliver sustained consumer engagement in the competitive US sneaker landscape.

SNEAKER INNOVATION INSIGHT

The Supreme and Nike Air Max 1 87 collaboration, launching in Supreme's Spring/Summer 2025, unveils a sophisticated black variant, with rumors of White, Varsity Purple, and Speed Yellow diversifying options. Priced at $170, this alliance exemplifies strategic innovation and partnership, poised to elevate digital engagement and brand positioning in the sneaker landscape.

FASHION ACQUISITION

The acquisition of Kurt Geiger by Steve Madden represents a meticulously strategic maneuver, merging two formidable entities in the fashion footwear industry. Steve Madden, an eCommerce giant, secures Kurt Geiger for approximately $365 million, a transaction anticipated to bolster Steve Madden's portfolio and market penetration significantly. With Geiger's strong brand image and impressive growth trajectory, the acquisition aligns with Madden's vision of evolving its international presence, particularly in the U.S. domain where Geiger can leverage Madden's established infrastructure to expand effectively.

Edward Rosenfeld, CEO of Steve Madden, praises the distinctive appeal of Kurt Geiger's brand, which complements Madden's existing lineup. The strategic integration is projected to capitalize on Geiger’s iconic handbags and retail presence in luxury sectors such as Harrods and Selfridges. Neil Clifford, Kurt Geiger's CEO, echoes this enthusiasm, emphasizing the synergy achievable through merging resources and embracing digital strategies. The alliance promises a robust boost in eCommerce capabilities, integrating emerging trends in digital retail, essential for sustained industry leadership.

This acquisition highlights broader industry dynamics as consolidation becomes a powerful tool for market diversification and customer reach enhancement. As articulated by industry experts, merging complementary brands is an astute method to foster growth in our interconnected market landscape. Fashion innovators must watch closely, as this case underscores the escalated importance of digital innovation and international strategy in capturing market share.

SNEAKER INNOVATION STRATEGY

Veja's Panenka sneaker, leveraging a sustainable and stylish design inspired by terrace classics, aligns seamlessly with strategic market positioning. By targeting adults with a practical, hype-free option, it opens an opportunity for digital marketers focused on eCommerce growth, blending innovation with strategic sustainability. This positioning suggests robust consumer engagement potential.

LUXURY EXPANSION

Stuart Weitzman enters the eyewear market with Issa Rae as the face of its spring 2025 campaign. Collaborating with Safilo Group, the brand offers stylish sunglasses. This strategic expansion into eyewear complements the label's distinguished footwear collection, showcasing growth opportunities for marketers in luxury brand diversification and lifestyle branding.

Influencer Corner 📣

💬 “Marketing sells. Branding pre-sells. Marketing is about cultivating customers. Branding is about building customer loyalty.”

Evangelina Fysa, founder of Bungálow 28 | Global Digital Agency, breaks down the distinction between branding and marketing in a world full of noise. While marketing gets people through the door, branding keeps them coming back.

Understanding the difference is key to long-term success - because a great product might sell once, but a strong brand builds a following for life.

Jessie Healy: People may disagree with me, but I believe there is a pretty clear marketing playbook for growing an eCommerce brand

and yet it is surprising how many brands miss key parts of the playbook.

Here are the most common areas I see brands miss the mark:

Early stage eComm brands:
-No/few email flows in place
-No brand ads on Google
-Not enough reviews/no reviews on their website
-Not getting user generated video content (UGC) about their products to use in marketing
-Not realising they need to invest in creative
-Testing too many channels too early
-Poor understanding of their LTV and CAC
-Inaccurate tracking

Optimization Hub ⚙️

B2B ECOMMERCE

This podcast episode emphasizes the critical need for flexibility in B2B eCommerce platforms. Ethan Giffin and Vance Ryan discuss how Shopware's API-first approach facilitates customizations, automations, and seamless ERP integrations to enhance customer experiences and sales. This positions businesses for growth by adapting to dynamic market demands.

ECOMMERCE INSIGHTS

The FedEx report exposes that 97% of shoppers abandon carts due to cumbersome eCommerce experiences, highlighting the necessity for streamlining transactions, real-time tracking, and hassle-free returns. Gen Z's digital-first approach and Millennials' ethics-driven purchasing must inform the sneaker industry's innovations, ensuring adaptability to shifting consumer preferences for sustained growth.

MARKETPLACE MOMENTUM INSIGHTS

Marketplaces are crucial for brands, enhancing visibility, data-driven marketing, and operational efficiency. Brands benefit through expanding brand exposure, leveraging advertising insights, and optimizing logistics. Marketplaces provide the tools for strategic growth, propelling brands toward efficient fulfillment and increased brand presence across wider audiences, highlighting the marketplace's value for marketing professionals.

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