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ClickZ Outdoor Apparel & Gear - 11.21.2024

PLUS: What's Driving On Running’s $2.6B Forecast this Year?

Author

Priscilla Soedarpo
November 21, 2024 • Estimated Reading Time: 6 minutes

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Explorer Picks 🎒

SCARPA

SCARPA's 4-Quattro Pro ski boot, named Best Freeride Boot of 2025 by SKI Magazine, combines high performance with lightweight design. Partnering with skier Nikolai Schirmer, SCARPA emphasizes innovation in skiing technology. The boot's sustainable materials and versatile features set a new standard in the freeride industry.

On Running

On Running, the Swiss sportswear brand, is poised for a remarkable year, projecting sales to surpass 2.6 billion USD in 2024. This forecast marks a 32% increase from the previous year, underscoring the brand's robust growth trajectory. The company's recent third-quarter performance, with record revenues of 717.6 million USD, highlights its strategic prowess in the competitive athletic footwear market, where it stands alongside giants like Nike and adidas.

The brand's ascent is attributed to several key factors. Its visibility at the Paris Olympics, coupled with the success of On athletes, has significantly boosted global brand awareness. Additionally, the innovative LightSpray technology and collaborations with high-profile figures, such as Zendaya, have further cemented its market position. These strategic moves have not only doubled On Running's share value this year but also positioned it favorably against competitors, with Nike's shares declining by 29% and adidas's growing by 21%.

Martin Hoffman, co-CEO and CFO, emphasizes the brand's commitment to innovation and excellence, particularly in its direct-to-consumer (DTC) channel. This focus has enabled On Running to exceed sales and profitability expectations, setting a strong foundation for future growth. As the holiday season approaches, the company remains confident in its ability to shape the future of sportswear, driven by a relentless pursuit of excellence and market leadership.

Rab's new Khroma Converge ski outfit, launching in Autumn/Winter 2024, features innovative GORE-TEX ePE membrane technology, offering durable, PFAS-free protection. This aligns with Rab's goal to eliminate PFAS by AW25. Made from recycled materials, it ensures comfort and performance, supporting informed consumer choices through Rab's Material Facts initiative.

JD Sports' new holiday campaign celebrates diverse family gatherings, moving away from traditional holiday depictions. Featuring celebrities, it highlights authentic connections. The campaign coincides with JD's record financial growth, particularly in North America, showcasing its expanding market presence and innovative approach to sports fashion and lifestyle retailing.

TEREN offers versatile outdoor menswear, emphasizing quality and performance over quantity. Their Lightweight Traveler Pants, Campfire Puffy, and Daily Driver Shirt combine style with functionality, suitable for various adventures. These pieces simplify packing, allowing you to focus on exploring. TEREN's innovative designs ensure durability and comfort across diverse terrains.

Performance Pulse 📈

B2B marketing can benefit from humor, making brands memorable and relatable. By gradually incorporating humor, understanding your audience, and staying current with trends, you can enhance engagement and brand recognition. A strategic, outcome-based approach ensures humor aligns with brand values, fostering creativity and deeper connections with decision-makers.

Brands are gearing up for a mobile-first holiday shopping season, with mobile purchases expected to drive 53% of online sales. Companies like Therabody and Barriere are optimizing their digital experiences, focusing on quick-pay options and streamlined checkout processes to capture the attention of multitasking consumers.

Advertisers and creators are enhancing performance on YouTube and Reddit by focusing on authenticity and trust. Reddit users value learning and diverse opinions, while YouTube offers creators new ad partnership tools. Brands can improve engagement by aligning content with user interests, leading to higher conversions and consumer trust.

ClickZ is a Contentive publication in the DTC Ecommerce division