Odlo: A Pioneer in Performance Sportswear
Odlo is a Swiss sportswear brand renowned for its high-performance apparel tailored to active lifestyles and outdoor sports. Founded in 1946, Odlo pioneered functional base layers and introduced the world’s first fully synthetic performance underwear.
Born in Norway, designed in Switzerland, and made in Europe — the brand crafts technical sportswear that blends innovation, durability, comfort and style for running, hiking and winter sports. With such a strong connection to outdoor performance, Odlo needed to understand how factors like weather influenced sales — and how marketing investments could be optimized.
By partnering with Sellforte, Odlo increased marketing ROI by +21.4% and uncovered the direct link between weather patterns and weekly sales performance.
Uncovering The Weather’s Impact on Marketing Effectiveness
For Odlo’s winter sports categories, the weather can make or break demand. Through Marketing Mix Modeling (MMM) with Sellforte, the brand discovered just how much sales fluctuate with external conditions:
- +2.9% sales increase in favorable weather
- -18.7% sales decrease in poor weather
Unlike other MMM components, weather was a unique factor because it could negatively impact demand as much as positively. By quantifying this variable, Odlo gained a clear, data-backed understanding of marketing’s true impact — separate from external swings in demand.
Cloudy with a Chance of Conversions
Using Sellforte’s MMM, Odlo decomposed total sales into baseline, promotions, media, and weather. This revealed exactly how each element contributed to performance.
The analysis showed that while Odlo cannot control the weather, understanding its +2.9% uplift and -18.7% drop effects helps avoid costly media planning mistakes. The insights gave the team more confidence in adjusting campaigns during volatile demand conditions, ensuring resources were allocated efficiently.
Sellforte’s MMM platform gave us a whole new level of clarity — especially in how temperature impacts demand. We always had a hunch that colder days spiked interest in certain categories, but the model quantified it with precision. It’s helped us optimize campaigns and inventory planning in ways we never could before.
Valeria Luna
Sr. Digital Marketing Manager @ Odlo
Smarter Bidding with Google Ads
MMM also helped Odlo understand how well ad platforms react to weather-driven demand changes. Google Ads’ ROAS bidding campaigns proved highly responsive:
- When bad weather hit and demand dropped (-18.7%), Google Ads automatically reduced spend to prevent overspending.
- When good weather lifted demand (+2.9%), Google Ads scaled budgets upward to maximize conversion opportunities.
These findings reassured Odlo that their bidding strategies were adapting effectively while highlighted the importance of tying these patterns back to true marketing ROI.
Unlocking Daily Sales Forecasts with Sellforte Home
To build on these learnings, Odlo adopted Sellforte Home. With its daily forecasts and channel-level spend recommendations, Odlo now gets an up-to-the-minute view of performance and actionable guidance on where to invest next.
- Daily updated sales forecasts make planning proactive instead of reactive.
- Channel-level optimization recommendations boosted marketing ROI by +21.4%.
- Clear visibility into both business-as-usual and Sellforte-optimized scenarios has enabled faster, smarter decision-making.
Note: The associated screenshot is example data only.
Sellforte Home is a big step forward. The daily sales forecast is the most valuable feature for us, closely followed by the spend recommendations. Having channel-level insights instead of just ad platform views makes optimization much more actionable. It’s a real improvement that helps us plan smarter and faster.
Valeria Luna
Sr. Digital Marketing Manager @ Odlo
Results at a Glance
With Sellforte, Odlo achieved:
- +21.4% higher marketing ROI
- +2.9% sales increase quantified during favorable weather
- -18.7% sales drop quantified during unfavorable weather (now factored into planning)
- Validated Google Ads bidding strategies aligned with real demand shifts
- Actionable forecasts and recommendations that improve campaign planning and speed
