ClickZ Winter Sports Newsletter - 01.29.2025

This season, ski content is booming. How can luxury buckle in?

Author

Zihan Lyu
January 29, 2025 • Estimated Reading Time: 6 minutes

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Welcome to ClickZ Winter Sports, the essential newsletter for professionals in winter sports eCommerce.

Editor’s Pick 🌟

📊 REPORT

Fospha's latest research reveals the true halo effect of top marketing channels on Amazon revenue. It's a must-read for any brands selling on Amazon in 2025.

Specialty Bites 🍪

Brands in 2025 are leveraging ski tourism by blending luxury fashion, rentals, and specialized wellness into mountain experiences. This trend signifies growth in skiwear interest, innovative eCommerce partnerships, and sustainable approaches, offering winter sports digital marketers strategies to engage affluent consumers through experiential, digital-first campaigns that enhance the exclusive alpine lifestyle.

Nordica, K2, and Salomon introduce ski boots featuring the upper-cuff BOA closure system, which elevates performance by eliminating traditional buckles. This innovation commands attention in digital commerce by offering refined adjustments and enhanced power transfer, thereby resenting new avenues for growth in winter sports eCommerce markets.

Lake Placid will host the first-ever Women's Ski Jumping World Cup in the U.S. from February 6-9, 2025, marking a historical milestone. This event represents a significant step in women's sports. Athletes will compete at the Olympic Jumping Complex, further integrating women's events into global sports.

Iglu Ski and Decathlon unveil a strategic alliance prioritizing eco-consciousness and innovation in winter sports retail. The Second Life initiative for ski gear highlights sustainable practices, while introducing consumers to new ski products. This partnership offers insights into evolving market trends and the digital consumer journey, enhancing eCommerce strategies.

Influencer Corner 📣

Sam Carter on LinkedIn: I've witnessed firsthand the struggle brands face in understanding ad spend impact, especially across channels like Amazon.

It comes down to 1 core issue.

It's simply not possible with user-level attribution for brands to track what's going on in Amazon.

This leads to challenges in understanding the halo effect of top-of-funnel ads (on e.g. Youtube, Meta, TikTok, Snapchat) on Amazon sales, and comparing the ROI of Amazon Ads to other platforms.

Barry Hott on LinkedIn: Stop overthinking your ads!

Too many marketers obsess over finding that “one magic element” that makes an ad work.

While compelling storytelling matters (it absolutely does), success often comes down to unexpected factors you can’t predict:

• A random detail in the frame
• The comment section taking off
• Something you only notice AFTER the ad goes viral

Jessie Healy on LinkedIn: Is bad product page copy blocking your customers from buying?

Spoiler alert - it probably is (I see it in 80% of pages I look at).

Steal my checklist to harness consumer psychology and persuade more customers to RUN to your checkout: 🏃‍♀️

Performance Pulse 📈

The article reveals a roadmap for amplifying eCommerce success through Google Ads in 2025. It emphasizes using Performance Max campaigns, optimizing product titles, activating product ratings, and strategically managing bids and budgets. This approach marries automation with manual control, creating a foundation resonant with digital commerce and community growth.

Video marketing is a crucial, growing trend for businesses, with 91% using it strategically. It boosts engagement, leads, and sales by capturing attention and increasing brand reach. Prioritize YouTube and LinkedIn for broader and B2B audiences. Tracking metrics like views and engagement ensures success.

Roblox offers immersive experiences that engage Gen Z and Alpha users for longer periods, unlike traditional media. Brands are leveraging these interactions for product testing and development, with emerging 3D metrics enhancing strategic value. Marketers must balance sustained branded experiences with campaign-based activations.

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Marketing & Comms

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