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Gear Up Newsletter - 01.30.2025

Iglu Ski & Decathlon go green, while Craft Sportswear signs top talent

Author

Nandini Sehgal
January 30, 2025 • Estimated Reading Time: 6 minutes

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Welcome to Gear Up your essential newsletter for digital marketers and e-commerce professionals within Outdoor Apparel & Gear.

Editor’s Pick 🌟

📊 REPORT

Fospha's latest research reveals the true halo effect of top marketing channels on Amazon revenue. It's a must-read for any brands selling on Amazon in 2025.

Sector Spotlight 🎥

Iglu Ski's partnership with Decathlon introduces an innovative model for the outdoor apparel market—offering skiers trade-in opportunities for gear sustainability and access to cutting-edge products. This initiative emphasizes eco-conscious practices while strategically leveraging community engagement, aligning with technological advancements to create an impactful, end-to-end customer experience.

KUIU's PRO G3 Bino Harness introduces a transformative blend of sustainability and technology with its Rail-Lock system and adaptable pouch opening, setting a new industry standard. These features enhance user experience and community engagement, reflecting KUIU's leadership in innovation and digital marketing within the outdoor gear sector.

Craft Sportswear has added nine elite trail athletes to its team, enhancing its global brand credibility. These athletes, from the US, Mexico, and Sweden, bring exceptional skills and achievements, aligning with Craft's commitment to innovation and excellence. The partnership aims to leverage their insights for product refinement and brand growth.

Pret Helmets appoints Mark Cavanaugh as CEO to drive global growth and innovation. With 30+ years of experience, including leadership roles at Nike and Under Armour, Cavanaugh aims to strengthen consumer connections and product innovation. His strategic expertise is expected to propel Pret's market presence, enhancing brand loyalty and demand.

Influencer Corner 📣

Sam Carter on LinkedIn: I've witnessed firsthand the struggle brands face in understanding ad spend impact, especially across channels like Amazon.

It comes down to 1 core issue.

It's simply not possible with user-level attribution for brands to track what's going on in Amazon.

This leads to challenges in understanding the halo effect of top-of-funnel ads (on e.g. Youtube, Meta, TikTok, Snapchat) on Amazon sales, and comparing the ROI of Amazon Ads to other platforms.

Barry Hott on LinkedIn: Stop overthinking your ads!

Too many marketers obsess over finding that “one magic element” that makes an ad work.

While compelling storytelling matters (it absolutely does), success often comes down to unexpected factors you can’t predict:

• A random detail in the frame
• The comment section taking off
• Something you only notice AFTER the ad goes viral

Jessie Healy on LinkedIn: Is bad product page copy blocking your customers from buying?

Spoiler alert - it probably is (I see it in 80% of pages I look at).

Steal my checklist to harness consumer psychology and persuade more customers to RUN to your checkout: 🏃‍♀️

Performance Pulse 📈

Creating a marketing budget involves six key steps: define business goals, establish a sales cycle, identify outside costs, understand market positioning, select strategies, and research pricing. Ensure budget allocation focuses on high-return channels yet remain adaptable to market trends, integrating innovative "moonshot" strategies for growth.

Google's enhancements to Performance Max provide marketers with greater campaign control and insights. Updates include campaign-level negative keywords, brand exclusions for Search and Shopping ads, and demographic targeting. These features aim to improve transparency and effectiveness, addressing advertisers' calls for more control over AI-driven strategies in digital marketing.

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