Shoe Fashion | Rosalía’s New Balance-Fueled Cultural Takeover

At MadFest last week, Rory Sutherland reminded the room what too many boardrooms forget: not everything valuable can be measured up front.

“Marketing should be treated like R&D, not procurement,” he said — urging brands to value discovery, not just efficiency.

His metaphor? Bees. Some follow a known path (performance), others go exploring (brand). Without the explorers, the hive starves.

While it’s a compelling argument in theory, the practical realities of brand-building can be tough for marketers. The biggest challenge? Proving it’s working. Without clear evidence of impact, securing budget for top-of-funnel campaigns can be next to impossible.

This tension echoed across sessions — but especially in our conversations with Fospha, who are helping brands tackle this head-on. Their new Glow research reveals how early indicators like branded search and engaged site visits serve as predictive signals of future revenue — giving marketers the proof they need to protect and scale brand investment.

At a time when finance demands certainty and marketing needs freedom, this might just be the measurement rethink the industry’s been waiting for.

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3D-PRINTED FOOTWEAR

Adidas is launching the Climacool Laced with a 3D-printed design, featuring a flexible lacing system. Priced at $160, this sneaker debuts on July 15, catering to tech-forward consumers. Its airflow-enhancing features and sleek Off White design highlight its appeal to the fashion-forward market, ensuring strong consumer interest.

FASHION INNOVATION

Balenciaga's entry into the skate shoe market with the Hamptons Sneaker highlights a strategic move by luxury fashion to tap into the cultural and commercial value of skateboarding, a lifestyle increasingly embraced globally and by celebrities. It marks a significant blending of high fashion and street culture, potentially influencing market dynamics in the skate and fashion industries. For marketers, this represents an opportunity to leverage a growing lifestyle trend with strong consumer engagement.

EXPERIENTIAL MARKETING

Kizik employs experiential marketing, using mobile try-on tours and TV ads to showcase its hands-free shoes, emphasizing ease and customer engagement. By targeting major U.S. markets and enhancing user-generated content, Kizik aims to boost conversion and brand awareness. This strategic approach aligns with the growing trend towards interactive retail marketing, offering practical insights for marketers seeking to increase consumer interaction and market share.

STRATEGIC PARTNERSHIPS

SOCIAL MEDIA STRATEGY

Currys has effectively leveraged its social media presence, particularly on TikTok, to engage with a younger demographic, increasing brand preference to 26% compared to 21% three years ago. This strategic engagement is pivotal for marketers looking to penetrate Gen Z markets, providing actionable insights into effective social media adoption. Currys' success demonstrates the potential for targeted digital strategies to enhance brand equity in competitive industries.

AFFILIATE MARKETING

Amazon has doubled influencer commissions for its Prime Day period, running from July 1 to July 20, offering specific increases in 13 product categories, such as beauty and jewelry. This move aims to motivate influencers to enhance sales during the expanded four-day Prime Day event, presenting significant earning potential for marketers involved in content creation.