Equipped - 01.08.2025

Marketers Target Emerging Sports to Capture Innovative Consumer Engagement Opportunities

Author

Zihan Lyu
January 08, 2025 • Estimated Reading Time: 7 minutes

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Welcome to Equipped, your go-to newsletter for updates and analysis on the marketing trends shaping the sports equipment industry. 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 🎥

Suunto transitions to a direct distribution model for its Dive Channel, enhancing strategic alignment with other units. This move improves retailer margins and bolsters marketing efforts. Direct accounts offer a first-order discount. This strategic shift optimizes Suunto's communication and investment in North American markets, benefiting retailers and consumers alike.

Marketers are increasingly embracing niche sports like padel, pickleball, and simulator golf for upper hand opportunities. Brands like Best Buy and Target are securing first mover advantages in these emerging arenas, with a strategic focus on ambidextrous sports sponsorships that leverage new audience segments and cross-promotional platforms.

Black Diamond pioneers industry innovation by validating recycled aluminum in its products, marking a critical step towards sustainability. Carabiners and trekking poles now contain significant pre-consumer recycled content. By leveraging UL Solutions' verification, Black Diamond targets a 50% reduction in carbon emissions by 2030.

The article explores a range of top bike brands tailored for different cycling needs. Brands like Surly, Specialized, Cannondale, and Brompton offer diverse innovations, from durable steel frames to lightweight options and belt-drive systems. These selections serve various purposes, highlighting strategic insights in consumer preferences and product differentiation.

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.

Performance Pulse 📈

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 experiences

Influencer Marketing

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