Marcel Melzig @MMelzig

Fashion Analyst & AI Strategist. Data, not hype. Market Pulse Newsletter ↓ marketpuls.substack.com Germany Joined December 2024

Tweets

768
Followers

95
Following

496
Likes

2K

Marcel Melzig @MMelzig

5 hours ago

2️⃣ Jordan +727% 3️⃣ Burberry +171% 4️⃣ Nike +138% 5️⃣ Birkenstock +75% Volume tells you who won. Growth tells you who's next.

0 0 0 15 0

View Details

The surprise winners of StockX's 2026 resale race (by trade growth) Fastest-growing sneakers (H1-26 vs. H1-25) 1️⃣ Saucony +239% 2️⃣ Vans +238% 3️⃣ MIHARA YASUHIRO +191% 4️⃣ Onitsuka Tiger +162% 5️⃣ Salomon +126% Shoes (non-sneaker) 1️⃣ Bravest Studios +1,120%

1 0 0 24 0

View Details

Marcel Melzig @MMelzig

4 days ago

Massimo Dutti is an Inditex brand. Same house as Zara. It now ranks between Coach and Chloé in a chart otherwise owned by Chanel, Dior and Gucci. Two more signals: → Phoebe Philo enters at #18 with no heritage machine behind it → Jacquemus re-enters at #19

0 0 0 61 0

View Details

Marcel Melzig @MMelzig

4 days ago

Three months ago Chanel entered the Lyst Index at #1 for the first time. Q2-26: it is still there. But the name worth reading twice sits at #10. → Massimo Dutti #10 (+8) → Celine #15 (+5) → Chloé #11 (+3) → Miu Miu #2 (+2) → Moncler #16 (−3) → Stone Island #20 (−3)

1 0 0 29 0

View Details

Marcel Melzig @MMelzig

a week ago

Puma is fixing the base before it grows again. Nike hasn't reported its tournament quarter yet. Short-term margin or long-term position — which one would you rather be optimising for?

0 0 0 3 0

View Details

Marcel Melzig @MMelzig

a week ago

The detail almost everyone will miss: Nike's quarter ended May 31. The World Cup kicked off in June. Not a single tournament day is in those numbers. Three brands, three different clocks. adidas is paying now for demand it already has.

1 0 0 16 0

View Details

Marcel Melzig @MMelzig

a week ago

adidas spent €212 million more on marketing this quarter. Nike spent 4% less. Both were deliberate. Only one of them showed up in the share price. adidas — Q2 2026: → Record net sales €6.74B, +14% currency-neutral

1 0 0 27 0

View Details

Marcel Melzig @MMelzig

2 weeks ago

Are you reading the signals before the peak — or writing the recap after it? (Data: LY Trends by Heuritech)

0 0 0 0 0

View Details

Marcel Melzig @MMelzig

2 weeks ago

The brands that stocked pink in spring rode the wave. The ones reacting to the headlines this month are already late. In fashion, the tournament is never where a trend starts. It's where it goes mainstream.

1 0 0 3 0

View Details

Marcel Melzig @MMelzig

2 weeks ago

Everyone watching the World Cup asked the same question: Why is everyone wearing pink boots? The answer was written down six months before kickoff.

1 0 0 14 0

View Details

Marcel Melzig @MMelzig

3 weeks ago

Sunday turned potential into a number. The most valuable soccer media market used to be in Europe. That era may have just ended. Was the US always soccer's sleeping giant — or did hosting finally wake it up?

0 0 0 2 0

View Details

Marcel Melzig @MMelzig

3 weeks ago

→ Fox and Comcast reportedly paid ~$485M for the US rights to this World Cup → They just delivered the largest soccer audience in American history against that bet For years, the US was the sport's biggest untapped market. Everyone talked about the potential.

1 0 0 5 0

View Details

Marcel Melzig @MMelzig

3 weeks ago

"America doesn't care about soccer." 62.8 million Americans disproved that in a single afternoon. Spain vs Argentina was the most-watched soccer telecast in US history — by a distance. The numbers (Nielsen / Axios / Sports Media Watch):