# Shoppable Athletic Videos In Partnership with Smartzer, Puma Makes It Possible to Shop a Video By Laura McQuarrie | Published 2015-04-25 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/shop-a-video References: [smartzer](http://smartzer.com/) & [fashionandmash](http://fashionandmash.com/2015/04/20/puma-introduces-shoppable-football-video/) Since video content serves as such a dynamic way to connect with consumers, brands are seeking ways for people to shop a video while they watch. A partnership between Smartzer and [Puma](https://www.trendhunter.com/trends/puma-southeast-asia) brings one of the newest iterations of this, featuring footballer Adam Lallana talking about the newest additions to Puma's lineup. While the athlete is speaking, small annotations pop up on-screen that can be opened up to reveal more information about a product. From this point, viewers are able to share details about that specific item on social media, or go on to make a purchase from the [JD Sports](https://www.trendhunter.com/trends/valentines-edit) website. In terms of results, this kind of [shoppable video](https://www.trendhunter.com/trends/elf-cosmetics-twitch) is said to result in a higher number of earnings per click as compared to other e-commerce industry standards. Since shoppers go into the video knowing that they have the opportunity to make a purchase, the experience feels less like a marketing ploy and more like an easier way to shop if they are genuinely interested in a product. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 39% | Activity: 60% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### What's Driving This Trend - **Shoppable Videos:** The rise of shoppable video content is disrupting traditional advertising by streamlining the purchasing process and providing a more engaging experience. - **Interactive Annotations:** Smart annotations that provide more information upon selection are creating opportunities for increased consumer engagement and data collection. - **Athlete Endorsements:** More brands are partnering with athletes to create authentic and engaging content that can be monetized through shoppable videos. ### Who This Affects Most - **E-commerce:** The integration of shoppable videos within e-commerce platforms is creating opportunities for increased sales and revenue. - **Sports Marketing:** The use of athlete endorsements and shoppable videos is disrupting traditional sports marketing by providing more engaging and results-driven content. - **Video Production:** As the demand for interactive and shoppable video content increases, there will be more opportunities for companies that specialize in video production and technology. ## Related on Trend Hunter - [On-Click Shoppable Video Ads](https://www.trendhunter.com/trends/adadapted.md) - [Immersive Video Shopping Experiences](https://www.trendhunter.com/trends/asos-live.md) - [Streamlined Shoppable Video Ads](https://www.trendhunter.com/trends/ads-manager.md) - [Shopping-Friendly Ad Formats](https://www.trendhunter.com/trends/equativ-shoppable-ads.md) - [Shoppable CPG Ads](https://www.trendhunter.com/trends/shoppable-video-ad.md) - [Social Media Shopping Partnerships](https://www.trendhunter.com/trends/youtube-shopping.md) - [Shoppable Luxury Fashion Films](https://www.trendhunter.com/trends/fashion-film1.md) - [Car-Specific Video Commerce](https://www.trendhunter.com/trends/video-commerce1.md) - [Interactive Shopping Streams](https://www.trendhunter.com/trends/amazon-ads.md)