Genie Goals has released Life Goals, the second book in their 'Goals' series showcasing standout digital ecommerce marketing campaigns
The sports and outdoors ecommerce world has always been a serious part of retail, but in recent years, it has taken on a new significance. With strong year-on-year growth, sustained demand, and clear momentum, one thing is clear: the surge in hobbies and pastimes is not a pandemic holdover or a fleeting flash in the pan.
Rather, this is a sector that continues to gather momentum, and, as ever, a handful of brilliant brands and creative campaigns shine through.
In Life Goals – the second book in our ‘Goals’ series – we explore 75 campaigns that are both contemporary and timeless, in a format that does the same: a free, physical book you can reach for whenever you need inspiration.
While Home Goals focuses on the best of home and garden, Life Goals explores the best campaigns from brands that focus on people’s real hobbies, interests, and passions.
It holds up a mirror to society today: run clubs are replacing dating apps, activity holidays are being reborn, and cosy hobbies once reserved for older generations are being enthusiastically embraced by the youngest ones, often updated with a community spin.
It’s a great time to be a brand that feeds into these hobbies, but the competition is strong, and the noise is loud.
Life Goals is a labour of love, crafted over many months by the Genie Goals team, with additional commentary and insights from some of the best ecommerce marketing minds in the business.
As a marketing agency for ecommerce brands, we’ve seen countless trends come and go – but we’ve also honed an instinct for what cuts through, and why. We assessed hundreds of campaigns when creating our shortlist, with each of the final 75 falling into one of six categories:
The campaigns that made the cut show strong storytelling, tech use, purpose, values, and customer focus. In short, these are campaigns that make marketing feel meaningful again.
All entries were also weighted equally, whether they were from a global brand or a two-person startup. It was always important to us that the ideas within Life Goals don’t hinge on huge teams or budgets; just good, thoughtful marketing, executed well.
We shouldn’t have favourites, but if we’re being forced to pick, we’d say look out for the examples from SURI, Ancient + Brave, ON, Patagonia, and Gym Shark.
Life Goals is here to act as a kind of cultural barometer, offering clear insight into what’s really resonating with audiences today. This thoughtful, creative compilation is designed to be a physical resource to reach for whenever you need a dose of inspiration.
So go ahead and jot in the margins, fold down the corners, leave coffee rings on the front cover – make this book, and the lessons enclosed within, your own.
If you’re a retailer based in the UK, USA, or mainland Europe, request your free copy of Life Goals today.