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Stephen Cozzolongo
The most exciting campaign I ever worked on was for DICK'S Sporting Goods. And spending $5M on ads in a day wasn’t even the best part. The annual ad budget was $55M. (I know) And we saved about 10% just for Black Friday. It was almost 10 years ago. But I’ll never forget the feeling. I’ve been an athlete my entire life. I had a few championship-winning swims in college. There’s an electric feeling stepping up on the block for the final heat. Opening the reporting page on a $5M spend gives you a similar buzz. I also loved the team I was working with. But my favorite part about the Dick’s account — I was interested in all the products. That rarely happens when you’re new to marketing. You take whatever clients you can get and do your best. But on this account: I was working with thousands of SKUs. And every one was fun to think about. Why would a golfer spend $450 on a Big Bertha? (Was it more about increased distance or confidence?) Which bats are approved for different leagues? (That drives a lot of searches by players and parents.) It didn’t matter if it was a sport I knew well — As an athlete, I could identify with the audience. It was fun. And that helps. Being interested in what you’re doing makes you better at it. And working with Dick’s was the first time I realized I could be successful in marketing by focusing on my interests. To all my marketing friends: Of all the campaigns or clients, which one was your favorite? Has it ever been one that’s not connected to your other interests?
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Niclas Bornling
I'm a sucker for brand metrics so when The Business of Fashion drops an AI powered brand study I'm all ears. I like the general methodology and it's intriguing to have an AI analyze brand alignment. I get why brand/audience alignment is a measure of brand strength but that little annoying contrarian in me says that the opposite could also be true. My sentiment has always been that a truly strong brand that stands the test of time is one which lets the audience interpret and make it their own (like a blank canvas). If that's the case, misalignment (in combination with high engagement and intent) may actually be an equally telling indicator of strong brand equity. Ok, that just did my head in. What do you think? #brand #ai #idontknow https://lnkd.in/gBrQSY2m
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Andy Pawlowski
I've been working at Nike for sixteen years. This summer, I am reflecting back on what I have learned and sharing in the hope that it helps you on your path. Learning One: You will miss the people deeply when they are no longer around. When you begin your career it is easy to see those around you as fixed, static, ones who will always be there. Yet that’s not how it will be. There will come a time when you will change jobs, leave, move, or retire. And so will they. What seems normal now, saying hi as you walk in the building, past a desk, or on the Zoom will be a distant memory. You will both evolve, and their influence on you will help you as you experience something similar ahead… or when you see someone who has. But that isn’t fully the point. As Andy Barnard from the Office put it, “I wish there was a way to know you're in the good old days before you've actually left them.” I miss so many of my former teammates, and I am so grateful for the way they have collectively shaped who I am today. If I could go back, what would I do? I’d keep a journal. In that journal I would reflect on the people who made a difference in my journey, while it was happening. I’d use that as a reason to keep in touch better, even when they weren’t on my team, in my city, or at my company. What about you? How do you keep in touch with incredible people you meet on tbe way? #careers #thoughtleadership #learning
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Georgia Grace Edwards
"...The other good news is that there will always be a market for new, innovative and high performance product. Just look at the continued success of On, Arc'teryx and Vuori or the emergence of newer brands like Wild Rye, Gnara and LIVSN." This synopsis on the saga that has been the outdoor industry since I entered it, which recognizes that what we are doing at Gnara with our GoFly Technology is both important and working (from a PE-backed retail CEO with successful exits to Walmart and Dicks Sporting Goods, who also happens to be a personal mentor I look up to in this industry, no less) means a lot. #femalefounder #outdoorindustry #patentedtechnology #inclusivedesign #innovation #entrepreneurship #startup
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Wes Allen
One of the most rewarding things I get to do professionally is this presentation - a session aimed at helping brands and their sales teams understand how most independent retailers formulate their buying plans, and how that understanding can lead to more long-term sales. Over the past few years, I have been fortunate enough to present this to dozens of brands. I’ve been in front of the sales team for the biggest brand in the outdoor industry, and startups that have one employee. The consistently surprising thing that I observe is this - most people responsible for selling to wholesale have at best a fuzzy understanding of the math that buyers use to spend their open-to-buy, and it’s a huge unlock for their success when they learn it. Knowing how and why a wholesale account spends money with you - beyond “because we make cool stuff” - gives you the opportunity to be an exceptional brand partner. Plus, it can make everyone more money. If you’re interested in learning more about how to bring this session to your team, please reach out. One other thing. This was my first time back to Outdoor Retailer in years. It’s a completely different show than what it once was . The thing that inspired me to accept this gig was that it’s mostly now made up of small brands. Some of those brands are very small businesses- just like Sunlight Sports. I hope that something that we talked about in my session helps one of those people who have risked so much on their new startup brand be successful. If so, what a great feeling. More thoughts on OR overall to come. Katie Soule thanks for the post! #outdoorretailer #outdoorindustry #independentlyowned
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Scott Carter
The 2 questions you should be asking if you want to be successful in licensing. I love me a good Cinnabon. They're soft, super indulgent, hot and gooey Cereal unfortunately is none of those things. Marketers, before you approach a brand to license you need to ask these 2 questions. 1. Can I bring this experience to life in an authentic way? 2. Ask question number 1 again with a little more honesty. Master this and watch your licensing success rate soar, become the partner everyone seeks out, and save a ton of money in the process.
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Neil Saunders
Today’s results from Peloton bear all the hallmarks of a company that is still trying to adjust to a market that is shifting against its favor. Despite various restructuring efforts over the past couple of years, Peloton is still deeply loss making and its business model is still broken. This quarter’s $167.3 million net loss, which is admittedly better than last year’s $275.9 million loss, is one of the reasons why Peloton is taking further action to slash its costs by $200 million annually. This includes cutting up to 400 staff, or 15% of the workforce. This is effectively an admission that the business is still too large to sustain itself and that vanity projects such as retail showrooms are still not delivering financially. It was great to chat with CNBC about today's numbers... #retail #retailnews #Peloton #sportinggoods #fitness https://lnkd.in/eyDvYKwr
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2 Comments -
Ken Zhang
I see significant changes coming to the gym equipment industry in the next 10 years. As long as people want to stay fit, there will always be a demand for gym equipment. With economic development, people will invest more in their health, making this industry resilient and not solely dependent on population growth. Many entrepreneurs will start to notice these trends, and more players will enter this industry. Despite this, the market still has many blue ocean opportunities, with ample room for innovation and improvement. Brands like Peloton exemplify how finding the perfect product can generate substantial revenue, even outpacing long-established industry leaders.
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Apparel Resources
Nike has continued its shift from direct-to-consumer (D2C) to wholesale channels over the past three months. Matthew Friend John Donahoe #Retail #TextileRetail #ApparelRetail #RetailNews #DailyNews #USA #footwear #RetailIndustry #ApparelResources #ApparelIndustry #FashionBrand
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SportsFinanceLink
Nike’s upcoming earnings report for fiscal Q4 2024 has analysts focused on its guidance for fiscal 2025 amid several key challenges and strategic shifts. The company has been experiencing slower revenue growth, prompting a revision of its full-year growth forecast to 1%. A significant area of concern is Nike's performance in the Greater China region, where revenue has dropped 20% year-on-year, pressured by rising competition from local brands and geopolitical issues. Nike is countering these challenges by accelerating its digital transformation. Notable initiatives include the launch of Nikeland on the Roblox platform and the acquisition of the virtual sneaker brand RTFKT. These moves aim to capture new revenue streams and boost brand engagement in the evolving digital landscape. More insight from @brian gilmartin Seeking Alpha
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SVA Masters in Branding
Brand Spotlight: Lululemon 🍋 A leader in the high-end athletic wear category, Lululemon is known for its yoga-focused products and has seen a significant upsurge post-pandemic with the rise in popularity of athleisure. Recently, however, growth has slowed for the brand with WSJ stating that the stock is going “out of fashion”. Due to slowing growth in its core North American market, the departure of its Chief Product Officer, product availability issues, and intensifying competition, Lululemon's stock is in decline. In the Masters in Branding program, our students learn how business decisions can influence brand strategies with Bret Sanford-Chung in her Business and Branding Strategies course. Students learn how to analyze branding news from the WSJ using the following steps. 1️⃣ Impact on the Brand: The issues with inventory and the inability to meet consumer demand for specific products and colors could lead to customer dissatisfaction and tarnish Lululemon's reputation for high-quality, innovative products—lowering brand equity. 2️⃣ Impact on the Business: The North American market slowdown, combined with inventory and product availability issues, could affect overall revenue and profitability. 3️⃣ Impact on the Competitive Landscape: Competitors are strategically opening stores near Lululemon locations and gaining market share. This increased pressure will force Lululemon to innovate and effectively manage its inventory and offerings to maintain market dominance. If the brand fails to address these challenges, it could lose more market share to competitors. Attend our program to learn all about business and branding with Bret! Learn more at branding.sva.edu 📸 Lululemon ---------- #svanyc #mastersinbranding #svamastersinbranding #svamib #schoolofvisualarts #sva #svabranding #branding #gradschool #mpsbranding #lululemon #fitness #workout #yoga #fitfam #gym #fashion #health #fitnessmodel #brandingdesign #branding #globalbranding #brandingcontent #brandingmanagement #strategicbranding #professionalbranding #brandingstrategies #brandingservice #brandingdevelopment #corporatebranding #welovebranding
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Wes Allen
Ideally, I would start with “Outdoor Retailer is dead, long live [Powerful brand name for this new show]!” My time in SLC was not what I expected—both in positive and negative ways. As I already alluded to, Emerald should strongly consider changing the name. The event that wraps up today in the Salt Palace is not recognizable as the heritage OR. It’s not the same brands, the same feel, the same buyers, or even the same smell. It’s something else: smaller, younger, rougher around the edges. Anyone who came to the show thinking they would get the old show was disappointed, which I think is a huge issue. Because the event itself wasn’t disappointing if you had different (or in my case, lower) expectations - it was pretty energetic, relatively well-attended, and to my eye, full of potential if a couple of other changes happened. Second, there is no way that this show should be in the middle of June. I’ll say it again: June is full, please come back again next month. The reps and retailers have spent the last 4 weeks looking at lines, and now we need to write orders with our major brands. OR isn’t about big brands anymore - it’s more of a show for peripheral brands. And while I did find four small companies to buy from, I did that at the expense of being back in my office. Meanwhile, I saw very few independent buyers from other states (because they are all in the same spot in the buying process). I did see a fair number of buyers from two other silos. There were badges from local Utah shops, and then there were the huge corporations. Most of the retailer badges I saw were from Wal-Mart, Sam’s, Urban Outfitters, TJX, Academy, and the like. Most of the attendees were people not directly involved in the buy/sell process. Tons of media, many service providers, and people just walking the show made it a little tough to get into booths in the afternoon. But the Emerald team that put this show together should feel great about the progress that they have made. It’s a way better scene than had been described by people who had gone to recent iterations. And you can see how this thing could work. Will I go back to OR? If it continues in its current timeframe, I don’t know that I would. Now that I am at home, looking at a pile of order forms I am already behind on, I am very stressed. Would I go to that show in July (or January for the winter season)? Yeah, I think that I would. My big orders would be done, and I would be looking to gamble a little with my remaining open-to-buy. It was fun, the vibe was good, and it felt like a place where I might find smaller brands that I could sell. Plus, I would suspect that a later-in-the-season show might attract other people to whom I am connected. Just don’t call it Outdoor Retailer. #outdoorindustry #outdoorretailer #specialtyretail
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43 Comments -
Rachel Parrish
We should ask this; what threshold does Nike set for WNBA athletes to determine who gets a signature shoe, and how do they assess and assign brand value to their signed athletes? —- The recent announcement of Caitlin Clark’s 8-figure signature shoe deal has sparked some criticism. Of Nike’s WNBA star roster of athletes, including highly decorated vet A’ja Wilson, Sabrina Ionescu and (now) Caitlin Clark are the only active players with shoe deals. Anthony Baldini made a poignant post and I encourage you to read it as additional context to my thoughts. Nike finds itself at a crossroads where consumers desire more transparency in *how* they assess and assign value to player marketing deals and the athletes they sign. First, we must address Nike’s fumble with Allyson Felix. While this involved contract negotiations, Nike could not see A.F.’s full brand value and selling potential, ultimately forcing her and her brother to leave and launch their own shoe line. For those critiquing A’ja’s marketability; everything she touches is gold. She is an NYT Best-Selling author, Time's 100 Most Influential people, brand deals with Coca-Cola, State Farm and Meta, a Franchise player who helped establish and grow the LV Aces fanbase to sold-out season tickets, CEO of a successful candle business that sells out frequently, Won a National Title and has a statue at the University of South Carolina. Caitlin Clark and Sabrina Ionescu were also generation-shifting brands for NCAAW and the WNBA. Even though neither won a title, there’s no denying the power and influence behind their brands. All 3 (A'ja, Sabrina, Caitlin) were #1 Picks & I believe all 3 women deserve signature shoes. We should ask this: what threshold does Nike set for WNBA athletes to determine who gets a signature shoe, and how do they assess and assign brand value to their signed athletes? Because it seems as though, in this instance, there’s a gap. #Nike #CaitlinClark #WNBA #Sportsbiz
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Kristen DiFate
Great insights and super smart business moves for any company thinking about leaning into the running market. TL;DR: "REI's run business has consistently grown double digits, and it is growing “significantly faster” than total REI." More interestingly: "[...R]oad running footwear now accounts for roughly 60 percent of [REI's] running sales, with trail running accounting for the remaining 40 percent." That's an interesting flip from pre-pandemic data for this outdoor giant, and reiterates amazing growth in the running industry. Lululemon knows this, too, as they've also invested heavily in running (have you *seen* the #further campaign? #amazing).
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Rachael Shayne
Last night, at the Canopy Advisory Group event, Jennifer Sey and Griffen O'Shaughnessy discussed the complex dynamics of authenticity and culture within branding. Branding is personality, and staying connected to the true essence of what the brand stands for is more critical than ever as the full-on brand assault of modern life escalates. To guide a brand, the relentless pursuit of knowing who YOU are and staying true to your own value is crucial in an industry that often tries to reshape you into someone you're not. CMOs pour their hearts into the brands they serve so nurturing their own value is a success component. This discussion really connected with me. They discussed how professional feedback can often fuel anxiety and self-doubt. Still, the key is to know your worth and not let others define your limits so you can grow a brand through courageous leadership, rejecting the notion that we must conform to every expectation and instead cultivating the ability to stand out. This core 'knowing' of your own value allows you to build and support brands in a world where art and branding can be confused. Art embodies angst, brand embodies personality, while advertising (should) focus on the product delivered with the brand's personality. Jen, Congrats on the launch of XX-XY Athletics 🍾🍾 #brandingnerd #branding #marketing #value #brand #growth #art #strategy #authenticity #culture #authentic
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FITNESS FUSION HQ
It’s that point of 12 months again: The 2024 SELF Sneaker Awards are right across the corner! We’re excited to present our readers the perfect recent kicks available on the market, spanning an entire bunch of categories, from road racers to mountaineering boots to gym-worthy sneaks and just about every thing in between. Throughout the 12 months, SELF editors are testing the most recent launches and releases, but we would like to ensure we don’t miss anything. That’s where you are available: Brands, we’re once more seeking to you for sneaker submissions for our awards. Keep on reading for every thing you must know. Eligibility guidelines To be eligible, a mode should have launched (or plan to launch) between August 1, 2023, and August 1, 2024. Earlier styles which were released in recent colorways or improved in any significant way inside the eligible time period are fair game. We kindly ask that every brand submit not more than five styles total. Please prioritize the most effective of the most effective—your top releases or the shoes you anticipate will likely be the most important crowd-pleasers. How to submit To submit a shoe, fill out this type. You’ll fill out one form for every style—so in the event you’re submitting five different pairs, you’ll fill out five separate forms. Don’t worry about shipping any shoes for testing right now. After we receive the submissions, we’ll review all of them, which can take a number of weeks. After that, we’ll reach out to you about any sneakers we’d wish to test. Please note that products we call in for testing can’t be returned. If submitting products could also be a hardship to your brand, send us an email—we’d be blissful to work with you to work out an answer. Here’s what we’ll be testing: Running sneakers (road) Running sneakers (trail) Running sneakers (race day) Hiking sneakers Hiking boots Athleisure/lifestyle sneakers Walking sneakers Supportive shoes (for people on their feet all day) Water shoes Weightlifting sneakers HIIT and cross-training sneakers Indoor and outdoor cycling shoes Tennis/pickleball shoes Important due dates Submissions are due on Wednesday, May 8 at 12 p.m. ET. Can’t wait to see what you submit!
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Saleem Abbas
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