ClickZ Underwear | Knix Taps Kristen Bell And Accelerates U.S. Expansion

ClickZ Underwear

Here's what's happening this week in the world of intimates marketing:
- Knix pushes U.S. growth with SoHo store, OOH.
- Walmart adds premium Night Pants for older kids.
- Creative roundup puts Jockey, Knix in the spotlight.
- Celebrity press lifts Knix; watch search and social
- Plastic pollution Ad parodies Calvin Klein to spark action

⏱️ Why Your Attribution Model Might Be Leading You Astray

At eTail Boston 2025, Fospha’s Chief Product Officer Dom Devlin joined leaders from Ahold Delhaize, Fleet Feet and Bonsai to tackle one of marketing’s most expensive blind spots: how brands measure performance across channels.

Too many brands still skew budgets toward the final click - because that’s the only place their reporting gives them certainty, all while under-funding the demand generation that actually drives long-term growth. Fleet Feet’s Tiffany Lee shared how cutting upper-funnel spend for just eight months saw new customer acquisition drop sharply, only recovering once awareness campaigns were restored.

Dom added another layer: the marketplace blind spot. Fospha’s data shows 42% of Amazon sales are influenced by non-Amazon ads - yet most reporting tools treat those sales as “organic,” meaning the channels that triggered the purchase never get the credit. Without that visibility, key growth drivers are left under-invested.

This is where Fospha’s Halo capability comes in - bringing DTC and marketplace sales into one Unified ROAS metric. It allows brands to see the true impact of channels like TikTok, Meta, and YouTube across all revenue streams, not just their own sites, and make confident, evidence-based decisions about where to spend next.

🔎 Read the full session insights to see all the panel’s takeaways on full-funnel measurement and closing marketplace gaps

📥️ Explore Fospha’s Halo Report to uncover how brands like Nécessaire used it to beat their Prime Day benchmarks by 47%

📌WEEKLY MUST-KNOWS

DTC EXPANSION & RETAIL
Knix Taps Kristen Bell And Accelerates U.S. Expansion
Knix launched its “You’re Good” leakproof campaign with Kristen Bell and announced a renewed U.S. push, opening its first NYC store in SoHo and rolling out high-visibility OOH activations. This signals mainstreaming of leakproof, a bigger retail footprint, and heavier brand investment across content, celebrity, and IRL experiences. Impact: performance and retail teams planning 2025–26 should expect intensified competition for share-of-voice and shelf space.

MASS RETAIL & CATEGORY INNOVATION
Walmart-Exclusive Rascals Launches Night Pants For Ages 4–15
Rascals introduced premium Night Pants, expanding nighttime underwear to cover kids and teens 4–15 through a Walmart-exclusive line. The move widens the youth incontinence segment and pushes premiumization at big-box scale. Implications: assortment, targeting, and policy sensitivities for parent/teen messaging—plus more precise age-tiered performance media.

CAUSE-LED MARKETING
Plastic Pollution Ad Parodies Calvin Klein to Spark Action
A bold new campaign tackling plastic pollution uses a cheeky parody of Calvin Klein’s iconic underwear ads to grab attention. For underwear marketers, it’s a case study in how humor, cultural reference, and social impact messaging can merge to create high-impact, shareable content that resonates with conscious consumers.

⚡QUICK READS

Ad Age Highlights Jockey And Knix In Daily Creative Pulse: Ad Age’s roundup elevates intimates in mainstream creative chatter—use it as a trigger to review Q3 creative freshness and capture incremental earned reach.(More)

Parade Coverage Amplifies Knix’s Celebrity-Led Momentum: Kristen Bell’s campaign garners pop-culture pickup—anticipate search and social spikes; monitor share of voice and adjust bids to ride the halo.(More)

Refinery29 Underscores Stigma-Busting Messaging’s Conversion Power: Consumer-facing interview reframes leaks with honesty and humor—test mid-funnel education (FAQs, comfort claims) to lift assisted conversions.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division