ClickZ Winter Sports Newsletter - 08.29.2024

Siroko's TikTok success and Tommy Hilfiger's stylish ski collaboration with Rossignol

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ClickZ
August 29, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

Helmets: the once-overlooked, now must-have accessory in skiing. Remember when Hot Dog Hans (aka Alex Ferreira) tried to be "uncool" by ditching his helmet? Ironically, it only highlighted how helmets have become the badge of the smart, hard-charging skier. It's not just about safety; it's about identity. Racers sport slalom helmets, park skiers go for skate-style, and freeskiers opt for minimalist designs. And let's not forget the coveted Red Bull helmet—a symbol of elite status.

Back in the '80s and '90s, helmets were as rare as a snowstorm in July. Fast forward to 2000, and suddenly, every respectable skier was rocking one. Icons like Shane McConkey and Sarah Burke made helmets look cool, turning them into a fashion statement. When pros do it, everyone follows.

Helmets also offer a canvas for self-expression. Stickers, signatures, and GoPro mounts make them more than just protective gear—they're personal billboards.

Siroko, a Spanish activewear company, boosted sales and reduced CPA by adopting Fospha's multi-touch attribution model. This approach revealed TikTok's significant impact, attributing 9.5 times more conversions than the last-click model. Consequently, TikTok conversions surged by 177%, and efficiency improved by 30%, doubling their ROAS.

Christy Sports' annual Powder Daze sale shifts focus this year, moving winter gear discounts online and promoting summer goods in-store. The End of Summer Sale offers up to 50% off patio furniture and summer apparel. Winter products will feature in a mid-October event across multiple locations.

Tommy Hilfiger collaborates with Rossignol for a new ski collection, blending technical fabrics with stylish designs. The capsule includes ski jackets, cardigans, and ski pants, available in select stores and online. This partnership highlights the growing trend of sportswear in fashion, combining performance with modernity.

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Industry Appetisers 🥨

The first Rockstar Energy Open, held in Portland, Oregon, showcased a strong snowboarder presence supporting skateboarders. The event featured open qualifications, live music, and art installations, creating an inclusive atmosphere. With live streaming and extensive media coverage, the event was a success, hinting at future Rockstar Energy Opens.

Performance Platters 🍽️

MARKETING INSIGHTS
How to win at peak season

TikTok is revolutionizing peak season marketing, driving engagement and conversions through its unique blend of community, commerce, and entertainment. Brands should adopt a full-funnel approach, leveraging TikTok's advertising solutions to capture attention and influence purchasing decisions. This strategy promises significant business outcomes during the festive season.

B2B marketers in North America and Europe plan to boost social media and video content this year, driven by Gen Z's digital habits. Short-form social videos are seen as high ROI, with LinkedIn video uploads set to rise 45% YoY. This trend underscores the growing importance of video in B2B marketing.

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