Authletic is a performance-led leisurewear brand built around comfort, fit, and confidence. In early 2025, the brand already had a solid product and a clear positioning, but performance on paid media was not yet reflecting its full potential.
The starting point
During the first six months of 2025, performance was consistent but constrained. The account generated around €100,000 in revenue, with an average ROAS of approximately 3.5. Creatives were not fully aligned with user intent, hooks lacked differentiation, and expansion opportunities across countries, offers, and angles were still largely unexplored. The account was spending, but not learning fast enough to unlock real scale.
The Strategy
Before pushing harder on spending, we took a step back and went with a simple but many times overlooked solution: we researched.
This process went far beyond surface-level insights. We analysed the brand’s positioning in depth, studied competitors and their offers, broke down high-performing hooks and creative structures, and mapped market opportunities by country. At the same time, we explored different creative formats, UGC styles, messaging angles, and offer entry points across the funnel. Every assumption was challenged, and every decision moving forward was informed by data, patterns, and intent.
Once this research phase was complete, execution followed with clarity and speed.
Purchases Growth
Revenue Increase
ROAS
The results
From July onwards, the account shifted direction. Creatives were rebuilt around clear angles and strong hooks designed to win attention in the first seconds. UGC-style content became central to the strategy, focusing on real use cases, comfort, fit, and everyday movement. Campaigns were structured with intention, country expansion was driven by demand signals rather than intuition, and offers were aligned with seasonality and buyer psychology. Across the funnel, messaging and structure were optimised to support scale without sacrificing efficiency.
The impact of this shift was immediate and compounded over time. In the second half of 2025, revenue increased by over 330% and Average ROAS to almost 5, with several months approaching a ROAS of 6, while cost per purchase dropped significantly. Purchases scaled aggressively, and the account transitioned from cautious growth to a high-performing, scalable system.
When comparing the two halves of the year, besides the obvious revenue and ROAS, the transformation becomes clear: Purchases grew by nearly 470%, Cost per purchase decreased by over 50%, and CPC dropped by a third.
Engagement metrics also reflected stronger creative alignment, with higher CTR, improved hook rate, and a significant increase in thumbstop ratio. Funnel performance followed the same trend, with substantial growth in add-to-carts and checkouts initiated, alongside a sharp reduction in cost per checkout.
This case study reinforces a simple but powerful insight: the right research can change everything. For Authletic, research was not a preliminary step. It was the turning point that transformed a small account into a growth engine in just six months, which keeps on getting better.
Golden nuggets:
“Performance on paid media was not yet reflecting its full potential.”
“The account was spending, but not learning fast enough to unlock real scale.”
“We took a step back (...) we researched.”
“Once this research phase was complete, execution followed with clarity and speed.”
“From July onwards, the account shifted direction.”
“In the second half of 2025, revenue increased by over 330% and Average ROAS to almost 5”
“Purchases grew by nearly 470%, Cost per purchase decreased by over 50%, and CPC dropped by a third.”
“The right research can change everything.”
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