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How SharkNinja Is Building a Global Media Model to Solve Fragmentation

Plus: Why last click undervalues channel revenue by over 90%

Author

Avinash Duggempudi
September 17, 2025

NUTRIPOWER

Here's what's happening this week in the world of nutrition and performance marketing: 
- SharkNinja builds global media muscle
- Supplement brands surge through social channels
- Wanglaoji’s WALOVI readies sugar-free, sparkling global rollout.
- Liquid weight-loss drops raise quality and compliance questions.
- AI-driven sports drinks forecast strong e-commerce-led growth.

⏱️Why Last Click Undervalues Channel Revenue By Over 90%?

The majority of channels are undervalued by over 90% by Last Click. Add marketplace sales into the mix, and brands see a 37% ROAS uplift, yet most tools still ignore it.

See why the future of growth depends on full-funnel, unified measurement across DTC + marketplaces.

Watch Dom Devlin explain this at #etailboston

📌WEEKLY MUST-KNOWS

SharkNinja is ramping up its global media strategy to fuel growth, investing in integrated campaigns and stronger international presence. The move reflects how appliance and home brands are shifting from product-first to brand-led storytelling, aiming to build recognition and loyalty in competitive markets. For marketers, the takeaway is the power of scaling media investment alongside product expansion to create global household names.

Wanglaoji rebrands globally as WALOVI and launches new cans across classic, no-sugar, plain, and sparkling formats, with distribution plans spanning Southeast Asia, North America, Europe, and Oceania. Backed by manufacturing partnerships and category leadership in China, WALOVI aims to scale plant-based, low/no-sugar herbal beverages. US and Canadian retailers and beverage marketers should prep for increased shelf competition and culturally led brand storytelling

HEALTH & SOCIAL MEDIA
Supplement Brands Surge Through Social Channels
Community health supplements are seeing rising demand, boosted by TikTok and Instagram marketing that frames products around wellness trends and daily routines. For health and wellness marketers, this highlights the importance of social-first strategies, influencer partnerships, and educational storytelling to build trust and convert younger audiences.

Meet Fospha at Shoptalk Fall 2025

Fospha is heading to Chicago for Shoptalk Fall. From GenAI reshaping search to marketplace measurement and scaling creative, their team is ready to explore the topics defining retail growth with industry peers.

⚡QUICK READS

Fit Burn Gummies Bet On Adherence And Convenience: Gummy-based weight support keeps rising in 2025, signaling the behavioral design edge for compliance, merchandising, and retention versus pills and powders.(More)

Traceability And Ethics Shape Supplement Decisions: Rising scrutiny on sourcing, sustainability, and transparency is shifting purchase drivers; invest in verifiable supply chains and clear quality signals.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division