Sportswear - July - 2023


The result? A comparative analysis that highlight the best performers of any ecommerce DTC niche, for any given month.

This benchmark analyze the behaviour of 15 Direct-To-Consumers (DTC) brands in the Supplement industry. Our goal is to compare their marketing velocity (how active they are in their digital marketing strategy) and how to they perform vs. each other.

Sport Wear

This report is free to read and takes into consideration between 15 and 20 brands we compare month after month in the

Sport Wear

industry, for the month of

August

2023

. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.

Table of content

Highlights & Summary

In July, Kuiu led in emails with 37, followed by Short Par 4 with 27 emails.

In terms of advertising, Ten Thousand took the lead again with 80 new ads created, while Short Par 4 secured the second position this month with 66 new ads.

Regarding ad strategy, both Ten Thousand and Short Par 4 favored images. Ten Thousand used 70 images compared to only 10 videos, and Short Par 4 employed 34 images against 32 videos.

Emails sent on average

14.3

Ads published on average

32

Average Spam Score

3.0

Email Marketing Benchmark Breakdown

Email Marketing Performances

In this table, we benchmark how many emails brands have send and their average email scores, which we calculate using over 50 datapoints that measure how much best practices are ensured (spam score, email authenticiation & certificates, email size, subject line lenght, word & links count etc.)

Brand # Emails Sent Performance Email Scoring Performance
Average 14.27 56.52%
Kuiu
37

✅ Good

44.68%

❌ Poor

Short Par 4
27

✅ Good

70.56%

✅ Good

Bad Birdie
11

❌ Poor

50.09%

❌ Poor

Berghaus
6

❌ Poor

65.17%

✅ Good

Malbon Golf
10

❌ Poor

58.7%

⚠️ Fair

Musto
13

⚠️ Fair

68.77%

✅ Good

TREW
7

❌ Poor

51.29%

⚠️ Fair

ciele
5

❌ Poor

47.8%

❌ Poor

FootJoy
8

❌ Poor

60.25%

⚠️ Fair

Mountain Hardwear
17

✅ Good

57.94%

⚠️ Fair

Janji - UK
6

❌ Poor

53.17%

⚠️ Fair

Sport Chek
15

⚠️ Fair

47.93%

❌ Poor

Columbia Sportswear
15

⚠️ Fair

70.0%

✅ Good

Ten Thousand
25

✅ Good

50.32%

❌ Poor

SAYSKY
12

❌ Poor

58.58%

⚠️ Fair

Email Deliverability Performances

In this table, we benchmark how much the emails are optimized for delivery ie. if they're likely to pass spam filters and not land in the Promotions tab.

Brand Average Spam Score Performance Email Size Performance
Average -2.98 6,036.98 kb
Kuiu
✅ -2.22

❌ Poor

21,570.27 kb

❌ Poor

Short Par 4
✅ -2.17

❌ Poor

531.27 kb

✅ Good

Bad Birdie
✅ -1.65

❌ Poor

5,720.67 kb

⚠️ Fair

Berghaus
✅ -5.1

✅ Good

741.09 kb

✅ Good

Malbon Golf
✅ -2.98

⚠️ Fair

2,226.75 kb

✅ Good

Musto
✅ -2.79

⚠️ Fair

995.81 kb

✅ Good

TREW
✅ -1.83

❌ Poor

5,823.12 kb

⚠️ Fair

ciele
✅ -0.62

❌ Poor

3,502.93 kb

✅ Good

FootJoy
✅ -0.73

❌ Poor

1,275.9 kb

✅ Good

Mountain Hardwear
✅ -3.45

✅ Good

3,980.79 kb

✅ Good

Janji - UK
✅ -3.28

⚠️ Fair

8,048.43 kb

❌ Poor

Sport Chek
✅ -2.63

❌ Poor

2,496.09 kb

✅ Good

Columbia Sportswear
✅ -10.93

✅ Good

272.57 kb

✅ Good

Ten Thousand
✅ -1.81

❌ Poor

4,510.5 kb

✅ Good

SAYSKY
✅ -2.97

⚠️ Fair

3,178.62 kb

✅ Good

Email sent over time

Advertising performances and activity

Ad Velocity

In this table, we benchmark the brands velocity and performances - how much ads they've been publishing, and how many different copy has been used.

Brand New Ads Detected Performance Unique Copy Performance
Average 32.33 12.73
Kuiu
40

❌ Poor

20

❌ Poor

Short Par 4
66

❌ Poor

1

✅ Good

Bad Birdie
11

✅ Good

4

✅ Good

Berghaus
16

✅ Good

0

✅ Good

Malbon Golf
57

❌ Poor

8

✅ Good

Musto
26

✅ Good

7

✅ Good

TREW
12

✅ Good

2

✅ Good

ciele
2

✅ Good

1

✅ Good

FootJoy
6

✅ Good

2

✅ Good

Mountain Hardwear
16

✅ Good

7

✅ Good

Janji - UK
33

⚠️ Fair

9

✅ Good

Sport Chek
40

❌ Poor

17

❌ Poor

Columbia Sportswear
36

❌ Poor

4

✅ Good

Ten Thousand
80

❌ Poor

2

✅ Good

SAYSKY
44

❌ Poor

10

✅ Good

Ad Diversity (Images vs. Videos ratio)

In this table, we benchmark the brands diversity of assets when it comes to Social Ads - especially the images vs. videos ratio.

Brand New Images Performance New Videos Performance Video Proportion
Average 351 131 27.01%
Kuiu
27

✅ Good

13

✅ Good

32.5%
Short Par 4
34

✅ Good

32

✅ Good

48.48%
Bad Birdie
2

✅ Good

9

✅ Good

81.82%
Berghaus
12

✅ Good

4

✅ Good

25.0%
Malbon Golf
44

✅ Good

13

✅ Good

22.81%
Musto
18

✅ Good

8

✅ Good

30.77%
TREW
11

✅ Good

1

✅ Good

8.33%
ciele
2

✅ Good

0

✅ Good

0.0%
FootJoy
0

✅ Good

5

✅ Good

83.33%
Mountain Hardwear
10

✅ Good

6

✅ Good

37.5%
Janji - UK
27

✅ Good

6

✅ Good

18.18%
Sport Chek
26

✅ Good

14

✅ Good

35.0%
Columbia Sportswear
24

✅ Good

10

✅ Good

27.78%
Ten Thousand
70

✅ Good

10

✅ Good

12.5%
SAYSKY
44

✅ Good

0

✅ Good

0.0%

Ads detected over time

Browse previous benchmarks

Sportswear - February - 2024

READ MORE

Sportswear - January - 2024

READ MORE

Sportswear - December - 2023

READ MORE

Sportswear - November - 2023

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Sportswear - October - 2023

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Sportswear - September - 2023

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Some of the assets (emails, ads) used in this benchmark to measure performance

No items found.

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