Sports & Outdoors Newsletter | Decathlon and Rheon Labs Partner to Innovate Sports Apparel

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CommerceNext Recap 🔈

What CommerceNext Taught Us About Brand

CommerceNext called it out: over-investing in conversion-led tactics is starving brands of future growth.

As Dom Devlin explained:

Fospha’s Glow reveals how brands like Sweaty Betty link early signals (branded search, engaged visits) to revenue down the line — giving marketers the ammo they need to defend brand budgets.

Download The Glow Report and discover how top brands are measuring their brand marketing in 2025

Specialty Bites 🍪

BRAND ANALYSIS

Nike’s FY25 Results Show the Cost of Complexity—and a Chance to Rebuild

Nike’s FY25 results revealed more than a dip in revenue—they exposed the limits of a DTC-heavy model in today’s fragmented retail landscape. With digital sales down 26% and a quiet return to Amazon, the brand is shifting toward flexibility over control.

This article unpacks what that means for marketing leaders: from measuring off-platform media impact to rebuilding team alignment across DTC, wholesale, and marketplaces.

BUSINESS EXPANSION

Topo Athletic CEO Tony Post Discusses Brand's Remarkable Growth and Future Opportunities

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.

FASHION COLLABORATION

ASICS, New Era, and Realtree Collaborate for 2025 Streetwear Crossover

ASICS, New Era, and Realtree have come together for a 2025 streetwear collaboration that merges functional performance with urban aesthetic appeal, featuring a limited-edition cap.

This collaboration strategically integrates ASICS' athletic innovation, New Era's iconic headwear design, and Realtree's signature camouflage, creating cross-culture gear appealing to both streetwear enthusiasts and outdoor aficionados. Marketing professionals will see opportunities in leveraging the diverse yet cohesive brand identities to broaden reach and deepen consumer engagement.

Optimization Hub 📈

DTC MARKETING EVOLUTION

The State of DTC Marketing in 2025

DTC marketing in 2025 focuses on optimizing data and automation to enhance ROI and adapt to increasing costs and tech complexities. Brands invest in sophisticated tech stacks and prioritize first-party data to refine digital and in-store strategies, driving conversions through channels like social media and email.

VIRAL MARKETING STRATEGIES

Mastering TikTok Trends to Boost Sales and Connect With Audiences Globally

Marketers increasingly leverage TikTok's viral trends to boost sales, utilizing tools like the TikTok Creative Center and Creator Academy. The platform's participatory culture and algorithm favor creative and authentic brand engagement, enabling even small brands to achieve rapid growth by navigating trending content efficiently. Understanding these dynamics is essential for marketers seeking impactful digital presence and engagement.