Oakley Appoints Travis Scott as Chief Visionary | ClickZ Eyewear Newsletter

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Lions Unleashed 🦁

What Cannes 2025 Got Right (and Missed) About Brand
✍️ By Sam Carter, CEO of Fospha

At Cannes Lions this year, one word kept surfacing: brand.

In a performance-obsessed world, brand feels harder to defend. It doesn’t show up in ROAS or fit neatly into a reporting cycle. But that doesn’t mean it’s not driving results.

As Rory Sutherland put it, “A brand is like a pension… one day you wake up and go: bloody hell, where did all this equity come from?”

He’s right. Our data at Fospha shows brands investing more than 10% in upper-funnel activity see 2x the overall marketing efficiency. But belief isn’t the issue — buy-in is.

To protect brand budgets, we need better evidence. That’s why we’ve identified early signals—like branded search and engaged visits—that connect brand activity to business outcomes.

👉 Read the full article
📊 Download the Glow Report to explore the data behind the brand debate.

 What’s In Focus? 👓

STRATEGIC PARTNERSHIPS

Oakley Appoints Travis Scott as Chief Visionary for Eyewear and Apparel

With Oakley's parent company EssilorLuxottica targeting sustained revenue growth, this partnership aligns with broader strategic objectives, offering marketing professionals insights into harnessing celebrity partnerships to drive brand evolution.

FESTIVAL MARKETING EXPERIENCE

Vooglam Creates Engaging Eyewear Showcase at Electric Forest Festival

Vooglam's participation at Electric Forest exemplifies its strategic foray into festival culture, offering an interactive booth that blends music and fashion through subcultural eyewear design. This initiative underscores Vooglam's dedication to connecting with diverse subcultures while providing festival-goers with distinct fashion-driven experiences. Marketing professionals can glean valuable insights into leveraging cultural moments to enhance brand visibility and consumer engagement.

MARKETING CAMPAIGN

AAP Rocky Unveils Ray-Ban Wayfarer Puffer Sunglasses In Harlem Campaign

A$AP Rocky's debut campaign as Ray-Ban's Creative Director showcases the localized flavor of Harlem, aligning with strategic brand messaging by featuring community-inspired visuals and diverse model selection. This campaign introduces his Wayfarer Puffer collection with influencer marketing potential, offering consumers sunglasses in multiple colors at $202. The focus on community and personal branding provides invaluable insight into authenticity-driven marketing strategies that leverage cultural roots to resonate with consumers globally.

AI WEARABLE INNOVATION

Oakley and Meta Introduce Innovative AI-Driven Performance Glasses Collection

Oakley and Meta's collaboration on Performance AI glasses represents a significant step in blending sportswear fashion with advanced technology, catering to athletes and tech enthusiasts. The Oakley Meta HSTN glasses offer features like a high-resolution camera, open-ear speakers, and a personal AI assistant, appealing to those seeking practical tools for athletic performance and content creation. These glasses, priced from $399, will be available in numerous countries, signaling a broader reach for pioneering tech in sports gear.

🏆 Announcing the ClickZ 25 of 25 Awards –
Powered by Fospha

While the world’s eyes were on Cannes last week, we’ve been spotlighting a different kind of creativity.

The ClickZ 25of25 Awards spotlights 25 standout DTC and digital-first campaigns that drove real impact this year — across five key sectors: luxury, beauty, wellness, home, and fashion.

Each winner represents smart, scaled, creatively sharp marketing — and we’re thrilled to celebrate their work.

You’ll find the full list — plus sector breakdowns and creative highlights — in our full awards report.

📥 Download the full report below

👉 Got a standout campaign or behind-the-scenes story to share? ClickZ is always looking to spotlight fresh creative — reach out to us, we’d love to hear from you.

Optimization Hub ⚙️

ECOMMERCE TRENDS

eCommerce Marketing Trends to Know of in 2025

In 2025, eCommerce marketing is driven by five crucial trends:

• personalization and enhanced customer experiences using data and AI

• the rise of mobile commerce and shoppable content

• the impact of social commerce coupled with influencer marketing

• the importance of data analytics and marketing automation

• the evolving roles of SEO and content marketing.

These trends highlight the strategic use of technology and platforms in capturing and retaining customers, emphasizing the need for tailored experiences, efficient data handling, and adaptive marketing strategies for professionals in the field.

GEOGRAPHIC INSIGHTS

Geographic Insights Help Brands Expand Into Underserved Markets With Amazon DSP

Geographic Insights and Activation (GIA) on Amazon DSP empowers marketers to efficiently tap into underpenetrated markets by leveraging Amazon's first-party data.

This tool enables advertisers to identify high-potential geographic areas, optimize campaigns, and combine online and offline sales data for improved reach and ROI. By addressing challenges of localized personalization and operational friction, GIA offers a precise means to enhance advertising effectiveness and expand customer bases.