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ClickZ Outdoor Apparel & Gear - 11.28.2024

PLUS: Under Armour Unveils its Marathon Marvel for 2026 this Thanksgiving

Author

Priscilla Soedarpo
November 28, 2024 • Estimated Reading Time: 8 minutes

Welcome to ClickZ Outdoor Apparel & Gear, your essential newsletter for digital marketers and e-commerce professionals. This Thanksgiving, with Black Friday just hours away, we’re here to help your campaigns sparkle and your sales shine!

Here’s what’s trending this week:

👟 Under Armour’s Velociti Elite 3: Lightweight innovation for 2026.
🎿 BOSS Ski Collection: Eco-friendly, high-performance AW24 gear.
🏂 Shaun White’s WHITESPACE: Gear built for creativity and quality.
🧥 Nivis Gear Jackets: Advanced waterproofing and mobility.

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Harvest Highlights 🥕

Under Armour

Under Armour's latest innovation, the Velociti Elite 3, was showcased at The Running Event in Austin, Texas, signaling a significant leap in athletic footwear technology. This super shoe, worn by Sharon Lokedi during the 2024 TCS New York City Marathon, is set to hit the market in 2026. The Velociti Elite 3 is a testament to Under Armour's commitment to innovation, featuring a full-length carbon fiber plate and the new Hovr midsole compound, described as HTPU bead foam. These advancements contribute to a lighter shoe, weighing 7.7 ounces, a notable reduction from its predecessor's 9.5 ounces.

Jonathan Hutnyan, Under Armour's senior product line manager for run, highlighted the removal of the Flow foam compound, which allowed for this weight reduction. The shoe's design also includes a UV-printed UA logo, adding a unique aesthetic touch. Lokedi's collaboration with Under Armour continues, as she will wear the Velociti Elite 3 at the Boston Marathon, further refining its performance.

The Velociti Elite 3 will be available in unisex sizing, retailing at $250. This release underscores Under Armour's strategic focus on cutting-edge technology and athlete collaboration, setting a new benchmark in the competitive athletic footwear market. As the industry evolves, Under Armour's innovations promise to redefine performance standards, offering athletes unparalleled support and efficiency.

Footwear companies are preparing for potential tariffs under Trump's plan, which could impact imports from China. Amer Sports, TJX, and Shoe Carnival have diversified sourcing to mitigate effects. They plan to adjust pricing and supply chains while maintaining value for consumers, ensuring resilience in a changing market landscape.

BOSS

BOSS Ski's Autumn-Winter 2024 collection marries elegance with performance, offering innovative, eco-friendly materials and stylish designs inspired by the Alps. Key features include ergonomic ski suits, high-tech accessories, and après-ski wear. BOSS's commitment to sustainability and winter sports is highlighted by their partnership with the Hahnenkamm races.

Shaun White's WHITESPACE brand, co-founded with his brother Jesse, focuses on performance and quality in snowboarding gear. It aims to inspire individuality and creativity in athletes. The brand's community-driven approach and innovative products, like responsive boards and detailed outerwear, reflect Shaun's unique vision and competitive spirit.

Nivis Gear introduces two innovative jackets, the Protego Pro Shell and Tendo Jacket, enhancing mobility and waterproofing. The Protego Pro Shell offers advanced features like 4-way stretch fabric and a storm-ready hood. The Tendo Jacket combines warmth and versatility. Explore these products on Nivis Gear's new user-friendly website.

Feast of Influence 🥧

Tara Jackson on LinkedIn: It’s one of best weeks of the year for so many #ecommerce brands but it does also mark one of the busiest periods of the year 

Here are 3 key stats that we pulled from Black Friday last year: 

🤯 Record online spending: In 2023, U.S. consumers spent over $9 billion online on Black Friday alone

📲 Mobile shopping surge with over 50% of all Black Friday online sales in 2023 coming from mobile devices — the easiest way for people to shop these days 

📈 Growth in 'Buy Now, Pay Later' especially for larger purchases, showing that more shoppers are spreading the cost of their holiday spending. 

Jake Abrams on LinkedIn: Harsh DTC growth truth

Optimizing your 7DC Meta CPA is only half the job.

- You need to build the ecosystem of people who know you
- You need to get tastemakers to hype you
- You need to seriously grow 1 organic channel
- You need answer every objection on your site
- You need to delight customers & get them to come back

STOP treating growth like a transactional sales funnel.
START building a brand that your audience knows, trusts, and loves.

James Gray on LinkedIn: The reactions to Jaguar and Spurs’ (expensive) rebrands this week been pretty negative…

Spurs removed the only title they've had and Jag, well, some commentary suggests they've essentially pivoted and become a new vegan cosmetics brand targeting Gen-Z... thoughts?

The Golden Gobbler 🍗

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns. 

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

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