Sneak Peek - 01.23.2025

Rihanna's PUMA Collaboration 👟

Author

Zihan Lyu
January 23, 2025 • Estimated Reading Time: 8 minutes

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Sneak Peek is the essential newsletter for eCommerce footwear professionals.

Editor’s Pick 🌟

What’s driving the success of high-growth brands in 2025?

The Growth Accelerator Guide uncovers the strategies that are setting industry leaders apart, with exclusive benchmarking data, actionable insights, and proven frameworks for eCommerce growth.

One key takeaway? Upper-funnel campaigns are the foundation for robust ROAS.

🔍 Fospha analyzed tens of billions in eCommerce revenue, and the results are clear:

Brands allocating over 5% of their budget to Awareness & Consideration campaigns see dramatically higher ROAS—especially larger brands, achieving an average of 218% higher ROAS above this threshold.

For large brands, the rewards keep growing. Investing 10%+ of the digital budget in upper-funnel campaign leads to a staggering 110% higher ROAS compared to brands spending under this threshold.

📥 Download the full report here to discover how to build a high-impact full-funnel strategy.

What happens when AI meets marketing at the world's most influential business summit?

At Davos 2025, the message was clear: AI is now the driving force behind advertising and the entire customer journey.

Imagine AI powering your ad campaigns on platforms like Google Performance Max and Meta Advantage+, freeing you to focus on what humans do best: creativity and strategy. Meanwhile, social media transforms into a shopping haven, blurring the lines between content and purchase.

This is the new reality of omnichannel retail, and the brands that master AI and social commerce will dominate the next decade.

Hot Drops 🔥

Rihanna's PUMA collaboration unveils the Avanti LS sneaker, strategically merging fashion and football design to captivate professionals in the sneaker industry. This limited-edition release draws from PUMA's King boot, showcasing innovative styling that enhances brand performance and consumer engagement, while positioning the brand for eCommerce growth and bolstering market differentiation.

Launching today, the Monopoly x Nike LeBron 22 "What The" fuses Monopoly's classic motifs with cutting-edge sneaker design.

This collaboration demonstrates strategic creativity and innovation, offering critical insights into consumer engagement and brand performance in the competitive sneaker market through its vibrant and sustainable design elements.

Serious Player Only collaborates with KICKS CREW, aiming to disrupt the basketball gear landscape with consumer-driven functionality. The release of the Player1 Plus 'Phantom' showcases innovation, combining luxury with performance. This exclusive launch on KICKS CREW signals strategic growth opportunities in digital marketing and eCommerce for sneaker professionals focused on sustainability and collaboration.

The JJJJound and New Balance partnership unveils the 993 MushroomWhite sneaker, revealing strategic insights for digital marketers in the sneaker industry. This classic design, debuting online January 16, exemplifies successful brand storytelling and consumer engagement. Its understated style and branding elements highlight the market's demand for innovative, eco-conscious footwear collaborations.

Influencer Corner 📣

THAT TikTok Ban in the USA: A Marketer’s Crisis or Opportunity?

If you read this article for any reason today, let it be to watch John Oliver's take on the #TikTokBan in the US📵🤳🏼... Oh, and to understand the implications for #digitalmarketing folk, obviously. 🤔 Sadly, no example TikToks from me during the pandemic feature in this article... what a time to be alive!

Alex Lieberman on LinkedIn:

I’m running this marketing plan for all of my businesses in 2025. I'm running this marketing plan for all of my businesses in 2025.

It is a must if you're in B2B, but i think it can also work for B2C.

Tactic 1: SME-driven content motion (which we run for biz's at storyarb)

Step 1 - Identify your market of one (read: ICP).
Step 2 - Identify subject matter experts that have unique insights your ICP cares about.
Step 3 - Interview SME for 60 minutes about a specific tactic that led to a big success.
Step 4 - Turn SME interview into (email-gated) site playbook.
Step 5 - Weekly editorial newsletter (combo of SME playbook + curated industry content).
Step 6 - Weekly exec/company social to drive traffic to playbook & newsletter.

Performance Pulse 📈

The potential U.S. TikTok ban prompts brands to rethink strategies, focusing on diversification and international markets. House of Marketers emphasizes adaptability, advocating UGC, influencer partnerships, and cross-platform expansion. By leveraging strategic insights and a data-driven approach, brands can navigate disruptions and seize emerging opportunities for growth.

Small businesses in 2025 can capitalize on influencer marketing for high ROI and cost-effective engagement. This approach leverages influencers' personal connections, surpassing traditional marketing efficiency. Strategic partnerships boost brand awareness and customer loyalty, with micro-influencers offering budget-friendly opportunities for robust, targeted growth in a competitive digital landscape.

Identify and resolve six common Google Ads pitfalls to boost eCommerce success:

1. misjudging performance
2. mismanaging bids
3. neglecting prioritization
4. products too niche
5. conversion tracking errors
6. outdated campaign structures

Strategic adjustments can dramatically enhance campaign efficacy and revenue, leading to sustainable growth and achieving six-figure targets.

Influencer Marketing

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Global Marketing

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