How 13 Italian premium sneaker brands sell a sneaker
We collected every ad 13 premium sneaker brands launched in Italy over the last twelve months — 9,101 of them — and looked at how they spend the year: which moments they push, how much of it is video, how often the same film is re-run, and who uses Black Friday to talk about price.
What we found
- 016.8%
Black Friday is not the sneaker peak
The set launched 6.8% of its year's ads in the 23 days around Black Friday — barely above the 6.3% an even pace would give. Winter Sales and the Spring Drop both launch more ads per day. What Black Friday changes is the format: video launches run at 1.6× their yearly pace.
- 025.7×
Golden Goose re-runs its films; the others make more of them
Of Golden Goose's video ads we have fingerprinted, 286 carry just 50 films — and four films account for 167 of those ads. Autry runs about 2.0 ads per film and P448 about 2.3. Two different ways to buy attention with video, not a quality ranking.
- 035 of 12
Five brands talk price; the rest talk product
Of the 12 brands that launched ads in the Black Friday window, 5 named it in their copy — P448, Voile Blanche, Philippe Model, MOA Concept, Crime London. Golden Goose, Autry, Hogan, Premiata, Santoni kept running launches, gifting and events instead.
01The study
What we looked at
Premium sneakers are an always-on category. There is no single moment everyone bets on, so a Black Friday snapshot shows you a fraction of how these brands actually sell. This study takes the whole year instead.
We took 13 Italian premium sneaker brands — Autry, Golden Goose, P448, Philippe Model, MOA Concept, Premiata, Hogan, Crime London, Ghoud, Voile Blanche, Santoni, Candice Cooper and Stokton — and collected every ad each launched on its own page in the EU Meta Ad Library between 29 September 2025 and 28 September 2026. That is 9,101 ads, 1,491 of them video.
Everything below uses that twelve-month window unless a block says otherwise. The one exception is a clearly labelled Black Friday cut — ads launched 10 November to 2 December 2025 — because that is the question most teams in the category are about to plan for.
02Share of voice
13 brands launched 9,101 ads in twelve months
Ads launched per brand, 29 September 2025 – 28 September 2026. Ads, not films — re-runs of the same creative count every time.
Golden Goose launched 32% of everything the set ran, and Autry 16%. Read every set average in this study against those two — and read Golden Goose's video alongside its re-run rate below.
03Films vs ads
The same film, run again and again
Video ads against the distinct films behind them, for the brands whose video we have fingerprinted so far. A film re-uploaded or re-encoded still counts once. 12-month window.
| Brand | Video ads | Fingerprinted | Distinct films | Ads per film | Most-run film |
|---|---|---|---|---|---|
| Golden Goose | 480 | 286 | 50 | 5.7 | 54 ads |
| Autry | 202 | 45 | 22 | 2.0 | 6 ads |
| P448 | 116 | 34 | 15 | 2.3 | 6 ads |
Golden Goose builds its video year on a few films run hard: four of them account for 167 of its 286 fingerprinted video ads, the biggest run 54 times. Autry and P448 run each film a couple of times and make more of them. The other ten brands' video has not been fingerprinted yet, so we do not show a film count for them rather than show one we cannot stand behind.
04Format
Video is a minority format in sneakers
Across the set, 1,491 of 9,101 ads are video — 16%. Static images carry the category. 12-month window; delta is against the set's 16%.
MOA Concept and Hogan put roughly a third of their ads into video; Crime London and Ghoud run almost none (3% and 4%). Stokton's 50% sits on 26 ads, so treat it as small-n.
05The calendar
Black Friday is the densest video moment of the year
Video ads the set launched at each retail moment inside the twelve-month window, and which brand carried it. Christmas starts on 3 December here so it does not double-count the last days of Black Friday. The moments are different lengths — Black Friday is 23 days, Spring and Summer are 61 — so the per-day rate is in the takeaway.
Per day, Black Friday is the busiest video moment of the year at 6.6 video launches a day, just ahead of Summer Sales (6.1) and well above the year's average of 4.1. Autry carries it. Golden Goose leads Winter Sales, the Spring Drop and Summer Sales, and MOA Concept leads Back to School. Golden Goose launched 78% of the set's Summer Sales video — and 167 of those ads are the four re-run films above, all launched in June.
Take it with you
Download this study as a PDF
Every chart and finding in this report, laid out for the deck you are building or the team you are forwarding it to.
- 9,101 ads
- 13 brands
- Methodology
Your brand in the set
Where would your brand sit on these charts?
We run this exact analysis with your brand in focus — against Autry, Golden Goose, P448 or whoever you actually compete with. Every video opening classified, every moment you trade on.
06Black Friday cut · 10 Nov – 2 Dec 2025
Black Friday: more video, not more ads
This section, and the two blocks after it, use a different window: ads launched 10 November to 2 December 2025. Twelve of the thirteen brands launched something in it (Candice Cooper did not), for 615 ads.
At an even pace, 23 days is 6.3% of a year. The set put 6.8% of its twelve months of launches into the window — 26.7 ads a day against a yearly average of 24.9. For a category where Black Friday dominates the planning conversation, that is a remarkably small ramp.
The ramp is in format. 25% of Black Friday launches were video, against 16% across the year, and video launches ran at 1.6× their yearly daily rate. Autry alone launched 52 Black Friday videos. Crime London, Ghoud and MOA Concept launched none — their Black Friday was entirely static.
07Black Friday cut · 10 Nov – 2 Dec 2025
Who pushed, who talked price
Ads launched in the Black Friday window per brand. Pace compares each brand's daily launch rate in the window with its own twelve-month average (1.00× = business as usual). "Names Black Friday" and "Discount wording" are estimates from the ad copy.
| Brand | Ads | Video | Video share | Pace vs own year | Names Black Friday | Discount wording |
|---|---|---|---|---|---|---|
| Autry | 128 | 52 | 41% | 1.43× | 0% | 0% |
| P448 | 128 | 16 | 13% | 2.24× | 51% | 50% |
| Golden Goose | 71 | 22 | 31% | 0.39× | 0% | 0% |
| Voile Blanche | 55 | 14 | 25% | 1.26× | 53% | 53% |
| Hogan | 52 | 21 | 40% | 1.51× | 0% | 0% |
| Santoni | 46 | 8 | 17% | 1.78× | 0% | 0% |
| Philippe Model | 45 | 13 | 29% | 1.68× | 60% | 62% |
| Crime London | 33 | 0 | 0% | 2.08× | 85% | 85% |
| Ghoud | 27 | 0 | 0% | 0.60× | 0% | 11% |
| Premiata | 16 | 5 | 31% | 0.60× | 0% | 0% |
| MOA Concept | 13 | 0 | 0% | 0.58× | 85% | 85% |
| Stokton | 1 | 1 | low-n | low-n | low-n | low-n |
Two playbooks sit side by side. P448, Crime London, Philippe Model, Voile Blanche and MOA Concept name the moment and talk price in roughly half to most of their ads. Autry, Golden Goose, Hogan, Premiata and Santoni name it in none — their windows were launches, gifting and, for Autry, the opening of its Milan flagship. Crime London was first to the moment: its first "Black Friday early access" ads launched on 27 October. Stokton launched a single ad and is marked low-n.
08Black Friday cut · 10 Nov – 2 Dec 2025
What the copy says
Estimated from the ad text and headline of every ad launched in the window.
Pattern-matched copy, so these are estimates. The same caption often runs on many ads, which weights a brand by how many times it deployed that caption.
09Positioning
The full set at a glance
Twelve-month window: ads launched 29 September 2025 – 28 September 2026. Reach is launch-attributed EU reach — each ad's lifetime reach counted when it launched — and tracks budget as much as creative.
| Brand | Ads launched | Video ads | Video share | Black Friday ads | EU reach (launch-attributed) |
|---|---|---|---|---|---|
| Golden Goose | 2,888 | 480 | 17% | 71 | 192.8M |
| Autry | 1,422 | 202 | 14% | 128 | 275.1M |
| P448 | 906 | 116 | 13% | 128 | 10.0M |
| Ghoud | 717 | 28 | 4% | 27 | 5.3M |
| Voile Blanche | 691 | 132 | 19% | 55 | 8.7M |
| Hogan | 545 | 178 | 33% | 52 | 38.5M |
| Philippe Model | 425 | 65 | 15% | 45 | 6.0M |
| Premiata | 425 | 103 | 24% | 16 | 9.9M |
| Santoni | 409 | 35 | 9% | 46 | 42.8M |
| MOA Concept | 355 | 124 | 35% | 13 | 5.9M |
| Crime London | 252 | 8 | 3% | 33 | 11.9M |
| Candice Cooper | 40 | 7 | 18% | 0 | 1.1M |
| Stokton | 26 | 13 | 50% | 1 | 494.4K |
Santoni launched 409 ads for 42.8M of launch-attributed reach; Ghoud launched 717 for 5.3M. Ad count tells you how hard a team is deploying; it says little about how far the work travels.
10What next
What we would plan for this Black Friday
The useful output here is not a ranking. It is a map of where the category spends its effort — and where it does not.
Black Friday is a video moment, not a volume moment. The set does not launch many more ads, but it launches far more video. A brand planning to be seen in that window is competing against the most video the category runs all year; a brand that keeps its Black Friday static is competing against fewer, larger bets.
Re-running is a choice worth making on purpose. Golden Goose shows how far a small number of films can be pushed. The brands making more films and running each one less are buying variety instead. Both work; the question is which one your production budget is actually set up for.
The price conversation is half-empty. Five brands own the "Black Friday, discount" message in this set. The other half of the category is in the same window saying something else entirely — which is either a positioning choice to protect, or a space to take.
More studies
All published studies →Premium outerwear does not discount for Black Friday. It launches.
Premium Outerwear — Italy · Black Friday / Cyber 2025 · 8 min read
Four fashion markets, four Black Fridays
Fashion, four segments — Italy · Black Friday / Cyber 2025 · 8 min read
When does Black Friday start? Four industries, one calendar
Fashion, Beauty, Pet, Grocery — Italy · Black Friday / Cyber 2025 · 10 min read
How this was built
Set: Autry, Golden Goose, P448, Ghoud, Voile Blanche, Hogan, Philippe Model, Premiata, Santoni, MOA Concept, Crime London, Candice Cooper, Stokton. Window: 29 September 2025 – 28 September 2026. Source: Meta Ad Library (EU).
Ads were collected from the public Meta Ad Library for the EU, scoped to the page we resolved as each of the 13 brands' own, for ads launched between 29 September 2025 and 28 September 2026. Pages that appear to borrow a brand's name without being operated by it were excluded.
The Black Friday cut uses ads launched 10 November to 2 December 2025. The 6.3% baseline is those 23 days as a share of 365. The calendar counts video ads launched inside each moment; Christmas is counted from 3 December so it does not overlap Black Friday, and Back to School covers 1–28 September 2026, the part inside the window.
Films are counted on analysed video (merged across re-uploads) and identical video files. Only Golden Goose, Autry and P448 have had their video fingerprinted so far, so film counts are shown for those three only and describe their fingerprinted video, not all of it. Static images are not yet de-duplicated visually for this set, so we make no films-vs-ads claim about stills.
Video vs not-video comes from the Ad Library itself. Carousels are only identified when a brand's creative is harvested, which so far covers Golden Goose, Autry and P448; for the other ten brands carousels sit inside the static count.
Copy statistics are regular-expression matches over each ad's text and headline — "Black Friday", "Black Week", "Cyber" for naming the moment; sale, discount and percentage-off wording in Italian and English for discounts. They are estimates.
Reach is launch-attributed: an ad's lifetime EU reach is counted when it launched. It is reported in tables only, labelled, and never used for a headline claim.
Video-opening (hook) analysis covers too little of this set to report and is withheld until it does.
Your category, your moment
See this for your own brand set
We build these for a specific brand against a specific competitive set — your category, the moments you actually trade on, and every video opening classified the same way. Tell us who you want to look at and we will set up a data room for you.