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Gear Up Newsletter - 1.8.2025

PLUS: Black Diamond’s eco gear that converts

Author

Priscilla Soedarpo
January 08, 2025 • Estimated Reading Time: 7 minutes

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Welcome to Gear Up your essential newsletter for digital marketers and e-commerce professionals within Outdoor Apparel & Gear. It’s 2025, and we’re kicking things off with fresh ideas to supercharge your campaigns and keep your customers hooked!

Top Reads 🌟

🚀 AppLovin’s Breakout Year
Early data from Fospha shows AppLovin is a top 3 channel for acquiring new customers and the 2nd largest source of paid traffic for some brands.

🛍️ Social Commerce Boom (Hello, TikTok Shop!)
Social commerce is set to hit $80B in the US, with TikTok Shop leading the way with its seamless shopping experience.

📱 Third-Party Sales Channels on the Rise
As disposable incomes are squeezed, shoppers are turning more to Amazon, but also its budget competitors like Temu and Shein. In 2024, Temu quietly became the most downloaded app on the US App Store.

The challenge? Brands still struggle to understand how their advertising on platforms like Meta and TikTok drives demand on third-party sales channels.
(Stay tuned—Fospha is working on a solution for 2025! 👀)

ClickZ is Live at CES—Let’s Spotlight Your Vision🌟

CES 2025 is here, and ClickZ is in action!

As part of our coverage, we’re hosting exclusive interviews with visionary thinkers to spotlight groundbreaking ideas, unveil new innovations, and engage a global audience of decision-makers.

This is your chance to share your vision and connect with a worldwide audience! 👇

Sector Spotlight 🎥

BEAMS and The North Face Purple Label unveil the Field Mountain Parka, a reimagined version of the 90s Mountain Light Jacket. Available for pre-order at BEAMS, the parka features colorblock design in indigo shades and a loose fit.

Black Diamond is transforming sustainability within the outdoor industry by validating recycled aluminum content in its products, especially carabiners and trekking poles. UL Solutions has verified that these contain substantial pre-consumer recycled aluminum, marking a significant step in reducing Black Diamond’s carbon footprint and inspiring industry-wide sustainability efforts.

Merrell unveils the SpeedARC Surge BOA, a cutting-edge hiking sneaker that merges style, fit, and technology. Featuring the innovative SpeedARC midsole system with nitrogen-injected FloatPro SC foam, it promises double energy return and effortless hiking. Retailing at $290, it launched globally on January 7, 2025.

Nanamica introduces its GORE-TEX KODENSHI Down Outerwear Capsule, emphasizing functionality and style. Featuring weather-resistant designs like a mid-length hooded coat and fishtail down coat, these garments offer advanced materials for warmth and comfort in winter conditions, appealing to consumers seeking performance and sophistication in outerwear fashion.

The Osprey Firn 18 is a highly efficient ski touring backpack, ideal for ski-mountaineering enthusiasts and racers. It features innovative design elements like a ski lasso and weight-saving pockets. Crafted with eco-friendly materials, it supports both strategic functionality and environmental sustainability. An excellent choice for both amateurs and competitive users.

Influencer Corner 📣

Influencer Marketing in 2025: Where Should Brands Invest?

With over 50% of brands set to increase creator budgets in 2025, the question isn’t if influencer marketing will grow—it’s how brands should allocate these dollars.

Experts emphasize the shift toward scale and centrality in the marketing mix. Brands need to align spending with their goals—whether driving sales or boosting awareness.

Sarah Levinger on LinkedIn: 3 Rules for DTC Success

Timing is everything—especially for DTC brands. Sarah Levinger highlights how delivering incentives at the right moment can make all the difference. 💡

In her recent post, Sarah breaks down the 3️⃣ golden rules of timing that every brand should know.

A small spoiler: Action + reward = happy brain 🧠, reward key behaviors, and… well, you’ll have to read the full post for the rest.

Optimization Hub ⚙️

As e-commerce evolves, growth in 2025 hinges on mastering the basics: clarity, optimization, and personalization. SMART goal-setting ensures campaigns stay focused, while refined website usability and core platform expertise enhance customer experiences. By leveraging deep audience insights and streamlining ad strategies, marketers can prioritize long-term, sustainable growth over fleeting trends, positioning their brands for measurable success.

Retail experts predict the convergence of physical stores and digital innovation, like live shopping, will transform retail by 2025. Physical stores will evolve into interactive experience hubs, integrating omnichannel strategies.

Key tactics include:
- blending digital with in-store journeys
- utilizing AI
- enhancing customer engagement through personalized experience

Influencer Marketing

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ClickZ is a Contentive publication in the DTC Ecommerce division