ClickZ Winter Sports Newsletter - 09.26.2024

PLUS: Join TikTok, Seraphine and Sweaty Betty for Fospha's BFCM live discussion on October 3

Author

Marina Mouka
September 26, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 🌟

Peak season is the single best opportunity for D2C brands.

To help you capture it, Fospha has assembled a panel of industry experts. Join them for a live discussion featuring leaders at Sweaty Betty, Seraphine, and the Head of Measurement at TikTok.

📅 Date: Thursday, 3 October 2024

🕒 Time: 11 AM EST / 4 PM BST

P.S. You'll have the chance to ask the experts questions about peak season strategies in real-time!

Gain exclusive insight into:

  1. Proven tactics to maximize peak period opportunities, shared live by experts

  2. Strategies for capturing customers efficiently through a full-funnel approach

  3. Insights on growing your customer base profitably with effective measurement

  4. Methods for identifying and capitalizing on growth headroom for efficient scaling across channels

Specialty Bites 🍪

Yuliia Tyshevych has been appointed as USA Luge's new Marketing Manager, succeeding the late Dmitry Feld. A Ukraine native, Tyshevych aims to honor Feld's legacy by continuing his impactful work. Her background in marketing and passion for luge make her a fitting choice for the role.

Kaunertal, Tirol, Austria. Image © PlanetSKI

The autumn ski season in the Alps is off to an exciting start! Following last week's heavy snowstorm, Soelden and Stubai in Austria opened early, with Stubai kicking things off on September 20th, ahead of its planned October launch. Soelden quickly followed suit, and even Hochkonig near Salzburg joined in, although warmer temperatures have since dampened the conditions.

Pitztal is set to open its glacier area on September 28th, and Kaunertal aims for October 4th, benefiting from an impressive 30cm of new snow. Summer ski destinations like Zermatt, Hintertux, and Saas-Fee are still in action, while Val Senales in Italy is currently reserved for race team training.

In Scandinavia, Levi and Ruka in Finland are preparing for an early October opening. The recent storm has brought not only snow but also avalanches, transport disruptions, and flooding across the Alps and Central Europe.

The WSF welcomes Shaun White's Snow League, a global halfpipe contest tour starting March 2025 with a $1.5 million prize. Shaun White aims to elevate winter sports, offering a platform for top talent and rising stars. The Snow League events will be included in the WSPL.

Sports franchises are evolving to meet fans' changing needs, focusing on premium experiences and accessibility. Leaders from AMB Sports, Cowboys, Golden State Valkyries, and KC Current emphasize creating inclusive, high-value experiences. Renovations and strategic planning aim to enhance fan engagement and drive revenue, reflecting a dynamic sports entertainment landscape.

Fall means ski swap season! For buyers: arrive early, do your homework, know prices, inspect gear, and bring a savvy friend. For sellers: understand your market, clean your gear, price aggressively, discount heavily, and sell smart. Maximize your cash flow and minimize future spending.

Performance Platters 🍽️

Brands like Belgian Boys and Olipop are shifting their focus to reach U.S. shoppers in smaller cities. They are investing in retail media networks and hyper-localized marketing to connect with busy parents and larger households. Platforms like Hummingbirds help brands create targeted campaigns, driving sales in specific regions.

Perplexity, backed by Nvidia and Jeff Bezos, is in talks with brands like Nike and Marriott to revolutionize AI-powered search advertising. They aim to replace Google's auction-based system with sponsored questions featuring AI-generated answers. This shift promises unbiased answers while enhancing user experience and advertising effectiveness.

VTEX's survey reveals that 45% of U.S. consumers have engaged in live shopping, with men leading in participation. Social video commerce is also popular, especially among Gen Z and millennials. Brands should leverage these trends, focusing on consistent, engaging experiences to boost consumer engagement and sales.

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