Sports & Outdoors Newsletter | 👟 Adidas Back On the Rise

Plus: 🎯 The #1 marketing mistake sports brands keep repeating

Author

Rafe Houston
July 23, 2025 • Estimated Reading Time: 5 minutes

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Welcome to ClickZ Sports & Outdoors, the essential newsletter for professionals in sports eCommerce.

Attribution Angle 🎯

The Biggest Mistake This Agency Sees 😬 | Jamie Bolton

Dan Sava from Neon Growth breaks down why so many brands are trapped in a cycle of over-investing in bottom-of-funnel (BOF) tactics.

The root cause? Overreliance on Last Click attribution — a model that ignores how awareness and consideration channels influence the final conversion. When only the last interaction gets credit, BOF looks like the hero. But it’s a distorted view that leads to skewed budgets and missed growth opportunities.

To truly grow, marketers need clarity across the full customer journey. That means measuring impact at every stage — from brand discovery to final conversion — and understanding how channels work together, not in isolation.

👉 Ready to measure the full funnel and grow?

Specialty Bites 🍪

TRAIL FOOTWEAR INNOVATION

KEEN's launch of 'SEEK' trail running shoes underscores a blend of performance, comfort, and sustainability, aligning with marketers' focus on eco-friendly, innovative outdoor products. This shoe, developed with real-world testing and PFAS-free materials, showcases an industry shift towards consumer-driven design and environmental responsibility. Key to marketers is the strategic insight into combining product innovation with market trends, appealing to eco-conscious and performance-oriented consumers.

The Trend Hunter

OUTDOOR INNOVATION SHOWCASE

The Outdoor Market Alliance featured innovative gear such as the Thule OutPace Bike Rack, Coast EAL 35R Lantern, KUIU Waypoint 10000, and Daylight Computer. These products, each catering to specific outdoor needs, present distinct marketing opportunities by addressing practical challenges faced in outdoor activities. Their release signifies potential trends for marketers focused on eCommerce and consumer engagement.

COLLABORATIVE FASHION DESIGN

BUFF, a leader in outdoor headwear, collaborates with artist Ian Ross and the Surfrider Foundation to release a new collection inspired by Ross's sand art, offering strategic marketing insights into combining artistic vision with environmental advocacy. The partnership not only highlights BUFF's dedication to sustainable practices but also supports Surfrider's ocean protection efforts with proceeds from sales, demonstrating a commitment to purpose-driven collaboration that resonates strongly with today's socially-conscious consumers.

Outdoor Sports

STRATEGIC OPPORTUNITIES

Adidas's "Buy" rating by HSBC highlights the company's strong positioning within the evolving sports goods sector, capitalizing on trends like sustainability and digital engagement. With notable revenue growth and strategic brand initiatives targeted at both active and inactive consumer markets, Adidas represents a compelling opportunity for marketers seeking to leverage current industry shifts.

AI Invest

Optimization Hub ⚙️

RETAIL ANALYTICS

Leveraging AI and first-party data revolutionizes in-store retail media measurement, enabling precise targeting and actionable insights. Marketers now have the tools to analyze shopper engagement with campaigns, directly connecting them to sales and refining strategies in real time. With the integration of advanced analytics, marketers can optimize the full customer journey, making in-store media more strategic and effective.

ECOMMERCE MARKETING

The weekly Google Ads audit checklist offers eCommerce marketers a structured, detailed approach to optimizing ad accounts, monitoring core performance metrics, and addressing disapproved products. By focusing on various performance levels and time frames, marketers can identify and address trends, ensuring efficient budget allocation and better campaign results.

ClickZ is a ClickZ Media publication in the DTC eCommerce division