Sports & Outdoors Newsletter | ⛷️ 90% Helmet Adoption: What Safety Culture Teaches Marketers

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Editor’s Pick 🌟

What Bees, Burgers and Brand Budgets Can Teach Us About Marketing Measurement
✍️ A ClickZ reflection on MadFest 2025

At MadFest last week, Rory Sutherland reminded the room what too many boardrooms forget: not everything valuable can be measured up front.

“Marketing should be treated like R&D, not procurement,” he said — urging brands to value discovery, not just efficiency.

His metaphor? Bees. Some follow a known path (performance), others go exploring (brand). Without the explorers, the hive starves.

While it’s a compelling argument in theory, the practical realities of brand-building can be tough for marketers. The biggest challenge? Proving it’s working. Without clear evidence of impact, securing budget for top-of-funnel campaigns can be next to impossible.

This tension echoed across sessions — but especially in our conversations with Fospha, who are helping brands tackle this head-on. Their new Glow research reveals how early indicators like branded search and engaged site visits serve as predictive signals of future revenue — giving marketers the proof they need to protect and scale brand investment.

At a time when finance demands certainty and marketing needs freedom, this might just be the measurement rethink the industry’s been waiting for.

👉 Download the Glow Report

Specialty Bites 🍪

MATERIAL SCIENCE COLLABORATION

Decathlon and Rheon Labs Partner to Innovate Sports Apparel with Material Science

Decathlon collaborates with Rheon Labs to integrate advanced material science, creating accessible performance-focused sportswear. The initiation includes the Kiprun running tight, using Rheon's energy-absorbing super polymer to enhance comfort and performance. This partnership marks a significant step towards democratizing athletic innovations for a wider consumer base.

HELMET USAGE TRENDS

Helmets' Transformation From Trendy Accessory To Essential Safety Gear On The Slopes

The transformation in ski and snowboarding safety culture now sees helmet usage at 90%, a clear reflection of successful educational initiatives and evidence-driven adoption. This shift underscores the critical role of both safety and innovation in ensuring responsible enjoyment on the slopes, highlighting potential areas for continued growth within younger demographics. With helmet technology advancing, ongoing emphasis on safety remains paramount, akin to strategic adoption and adaptation seen in eCommerce marketing practices.

COMMERCE LEADERSHIP

Hansensurf Leads in Quality Surf Gear for Outdoor Enthusiasts, Featuring Top Brands

BUSINESS ACQUISITION

Head Group Acquires Aqualung, Enhancing Its Water Sports Portfolio

Head Group's acquisition of Aqualung aims to stabilize the struggling scuba firm through a €50 million restructuring plan, offering significant synergies to save jobs while expanding and integrating its existing water sports portfolio. This move enhances Head's market presence, maintaining and strengthening Aqualung's brand, and bolstering production for global distribution—key insights for marketing professionals seeking to understand industry adaptation and growth strategies.

Optimization Hub ⚙️

SOCIAL MEDIA STRATEGY

Currys Engages New Customers Through Strategic TikTok Success

Currys has effectively leveraged its social media presence, particularly on TikTok, to engage with a younger demographic, increasing brand preference to 26% compared to 21% three years ago. This strategic engagement is pivotal for marketers looking to penetrate Gen Z markets, providing actionable insights into effective social media adoption. Currys' success demonstrates the potential for targeted digital strategies to enhance brand equity in competitive industries.

AFFILIATE MARKETING

Amazon Doubles Influencer Commissions Ahead of Extended Prime Day Event

Amazon has doubled influencer commissions for its Prime Day period, running from July 1 to July 20, offering specific increases in 13 product categories, such as beauty and jewelry. This move aims to motivate influencers to enhance sales during the expanded four-day Prime Day event, presenting significant earning potential for marketers involved in content creation.