💡The Samba surge, plus Valentine's Day self-gifting

      January 29, 2025

      This week in DTC, we discuss the Adidas Samba, which continues to drive sustained demand as Adidas ended Q4 2024 with revenue up 19% YoY. Retailers are seeing strong sales, and Adidas' focus on heritage branding and influencer marketing has positioned the Samba as more than just a blip.

      Meanwhile, self-gifting is on the rise for Valentine’s Day 2025, reflecting a broader shift in consumer behavior. With a 596% increase in “self-love” mentions, brands are adjusting their messaging to meet changing expectations.

      -John Fisher & Ben Chapdelaine

      MAIN STORY

      The Samba Surge: why Adidas' classic sneaker is still winning big

      Few products in fashion have had a resurgence quite like the Adidas Samba. Once a niche soccer shoe, the Samba has exploded in popularity, fueled by a mix of nostalgia, simplicity, and star power from celebrities like Kendall Jenner and Harry Styles.

      Kendall Jenner sporting her sambas

      In Q4 2024, Adidas’ revenue jumped 19% year-over-year, with the Samba at the heart of its growth, outpacing Nike in key markets. Retailers like Nordstrom and Zumiez saw sales surge, and Particl’s data shows a steady rise in Samba revenue throughout 2024.

      This report dives into the factors behind the Samba’s success, how Adidas leveraged heritage branding and influencer marketing, and what DTC brands can learn about reviving timeless products.

      Read the full report here - JF

      VALENTINE'S DAY

      Self-Gifting to take center stage for Valentine’s Day 2025

      As relationships have evolved, so has the meaning of Valentine’s Day. In 2025, self-gifting continues to rise, driven by a cultural shift toward self-care and individual well-being. The term “Self-Love” has surged by 596% over the past year, reflecting this transformation.

      Source: Particl Trends

      This year, 40% of women and 35% of men plan to buy themselves gifts, with self-gifters equally split between singles and married individuals. Popular categories include expensive meals (22%), luxury products (16%), and physical pampering (13%), showcasing the growing focus on wellness and stress reduction.

      Source: Particl Marketing Asset Library

      Retailers are tapping into this trend with campaigns that celebrate self-worth and personal indulgence. By emphasizing inclusive, self-focused messaging, brands are positioning themselves to engage consumers eager to redefine the holiday as a celebration of self-love.

      Stay informed with Particl -BC

      If you have any feedback on today's newsletter, please respond to this email; we read each reply individually.

      Written by John Fisher & Ben Chapdelaine

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💡The Samba surge, plus Valentine's Day self-gifting

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