ClickZ Winter Sports Newsletter - 10.10.2024

PLUS: Epic Gear’s Flexible Rentals Shake Up Traditional Ski Market

Author

Marina Mouka
October 10, 2024 • Estimated Reading Time: 8 minutes

Live From Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from AdWeek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Specialty Bites 🍪

Oakley

Oakley's latest innovation, the Flex Scape, marks a significant advancement in eyewear technology, blending the functionality of goggles with the style of sunglasses. This hybrid design is crafted to enhance performance on the slopes while seamlessly transitioning to urban environments. Drawing from Oakley's legacy of innovation, the Flex Scape employs PhysioMorphic Geometry, a groundbreaking approach that allows for limitless design possibilities. This methodology ensures the eyewear conforms to the natural contours of the face, enhancing the field of view and providing a bold, wrap-around design that makes a statement both on and off the slopes.

The Flex Scape is equipped with Oakley's Prizm Lens Technology, which optimizes color, contrast, and detail, available in Prizm 24K and Prizm Snow Sapphire. The single-layer lens, coated to prevent fogging, reduces optical distortion and enhances clarity. The eyewear's versatility is further highlighted by its interchangeable stems and woven strap, allowing users to adapt to varying conditions and personal style preferences. The inclusion of a removable winterized gasket and customizable Unobtainium nosepads ensures comfort and performance.

This innovative eyewear represents a new era, catering to both the adventurous and fashion-conscious. With its high-definition optics and robust design, the Flex Scape offers 100% UV protection and is engineered to withstand high-mass and high-velocity impacts, setting a new benchmark in the industry.

Wagner Skis

Nigerian artist Mysr Martins collaborates with Wagner Custom Skis, showcasing his unique, textured designs on four ski models. Each design reflects his artistic journey, merging traditional and modern elements. Wagner offers these artist-series skis at a premium, highlighting the blend of art and skiing innovation.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

More Specialty Bites 🍪

Honda Switzerland is the new Presenting Partner for the 2025 Freeride World Tour, aligning with the event's spirit of innovation and sustainability. From March 22-30, 2025, Honda will showcase its latest electrified vehicles, including the hybrid CR-V, alongside world-class freeriders at Verbier's challenging terrain.

Skiing with a disability is more accessible than ever, thanks to adaptive equipment and specialized programs that cater to different needs. Whether you use a sit-ski, outriggers, or other adaptive gear, there are trained instructors and facilities designed to help you enjoy the slopes safely.

Many ski resorts offer adaptive ski programs that ensure everyone, regardless of physical limitations, can experience the thrill of skiing. It’s an empowering way to stay active, build confidence, and enjoy the outdoors alongside family and friends.

The International Ski & Snowboard Federation (FIS) is introducing NFC chips in ski jump suits to limit their use, promoting equality and sustainability. Athletes will be restricted to one suit per competition, reducing costs and environmental impact, while ensuring fair competition across nations.

Vail Resorts' My Epic Gear program offers a flexible ski and snowboard rental service, allowing users to access top brands and swap gear based on conditions. With a $50 membership and daily fees, it provides convenience and variety, especially for occasional skiers and families with children.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Brands face "deal fatigue" as constant sales events pressure budgets and loyalty. To stand out, they innovate with exclusive products, tiered discounts, and added value like loyalty points. Despite challenges, Prime Day remains crucial. Adaptation is key in navigating this evolving retail landscape, ensuring sustained customer engagement and growth.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiences and creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

ClickZ is a Contentive publication in the DTC Ecommerce division