Shoe Fashion | Prime Day Gave Sneaker Brands a Wake-Up Call

Prime Day 2025 smashed records. Extended to four days, it generated $24.1B in U.S. online sales — a 30% year-on-year surge.

But as brands dive into retros and kick off BFCM planning, one question looms: what actually worked? Which channels truly drove conversions — and how can we know?

That’s where understanding cross-channel halo effects becomes essential. New research from Fospha sheds light on how different platforms influence conversions across both DTC sites and Amazon.

TikTok leads with an 80% uplift in ROAS when Amazon sales are included, followed by YouTube (48%) and Meta (46%). These platforms ignite discovery and spark intent that may convert later — whether on your DTC site or on Amazon. Without visibility into cross-channel halo effects, that impact remains invisible.

👉 Explore Fospha’s Halo Effect research to uncover what really drove your Prime Day results.

SUSTAINABLE FASHION COLLABORATIONS

The collaboration between 3sixteen and Saucony has yielded the Peregrine 15 'Gesso' sneakers, showcasing a trend in sustainable fashion through the use of natural dyes. A partnership with the Green Matters Natural Dye Company ensures unique, eco-friendly designs, aligning with consumer demand for individuality in products. This blend of artistic expression and sustainability offers strategic appeal for marketers in the footwear industry, emphasizing environmental consciousness and exclusivity.

FASHION COLLABORATION

Bad Bunny's launch of the Puerto Rico-inspired adidas Gazelle City Series marks an important marketing opportunity. Tied to his concert residency, it strategically targets regional pride while expanding global reach. The collaboration showcases localized appeal through unique design elements, potentially boosting brand engagement and consumer connection globally.

CAMPAIGN COLLABORATION

END. and Adidas collaborate to celebrate END. Clothing's 20th anniversary with the Adistar HRMY sneakers. This release channels British corner shop culture, using a "Light Granite" color scheme to evoke newspaper prints. Available through END.'s platforms, it emphasizes cultural connection and brand synergy, appealing to marketing professionals interested in collaboration strategies.

SNEAKER INNOVATION

The Air Jordan 40 integrates cutting-edge technology and aesthetic appeal, yet opinions among sneaker experts vary about its impact on the Jordan legacy. By combining a Nike ZoomX foam unit with a Zoom Strobel board, the shoe excels in comfort and performance. This launch signifies a pivotal moment for both innovation and nostalgia in sneaker culture.

BRAND REVITALIZATION

Converse, owned by Nike, is struggling with declining sales due to consumer shifts towards tech-driven and sustainable sneakers. Appointing Jared Carver as CEO in June 2024 marks an effort to focus on basketball and eCommerce while balancing traditional styles with modern demands, targeting growth in Asia. Carver's strategy aims to utilize Converse's cultural significance and brand equity to navigate the competitive sneaker market and operational challenges, promising potential long-term growth for marketers to watch.

ECOMMERCE STRATEGIES

Google's evolving search landscape demands that eCommerce businesses prioritize structured data, mobile performance, and site speed to maintain visibility and competitiveness.

The AI-powered Search Generative Experience emphasizes clarity in product listings, with schema markup becoming crucial for ranking. To succeed, retailers must adopt a search-first approach, ensuring compatibility with Google's preferences to effectively reach their target audience.

RETAIL MEDIA STRATEGY

Retail media continues its growth in 2025, with advertisers focusing on full-funnel strategies across various platforms. As Amazon leverages its data dominance, competitors like Walmart and Instacart strive for their share. The landscape demands a unified approach to brand and performance budgets, emphasizing data-driven decisions and measurement incentives.