The most effective U.S. retail ads of 2025 are making waves not just with their creativity, but with the dollars behind them, according to a recent exclusive report from Retail TouchPoints. The report, which analyzed ad effectiveness and spend across the sector, highlights which brands are connecting with consumers, and how much they’re investing to get there. For anyone interested in the intersection of marketing, business, and culture, these findings offer a revealing snapshot of what’s working in today’s retail landscape.
Levi Strauss & Co. (NYSE: LEVI) has taken the spotlight in 2025 with its “Pool Hall” campaign, featuring Beyoncé and her song “Levii’s Jeans” from the Cowboy Carter album. This ad didn’t just perform well, it outpaced the average clothing ad by a remarkable 273 percent, according to Retail TouchPoints. The campaign’s mix of nostalgia, celebrity, and music has made it a cultural event, showing that the right partnership can still move the needle for a heritage brand.
Direct-to-consumer brands are also making a strong showing in 2025. Mott & Bow’s “Never Underdressed” campaign, which promotes its premium T-shirts, earned two spots in the top ten. The 15-second ad was 128 percent more effective than the average, while the 30-second version clocked in at 94 percent above the norm. Vuori, an athleisure brand, also landed two ads in the top ranks, with its Sunday Jogger and Kore Short campaigns outperforming typical clothing ads by 97 percent and 92 percent, respectively. These results show that with sharp messaging and creative execution, smaller brands can compete with the giants.
New Balance, though privately held, doubled down on basketball-themed ads, with both its “2025 Hoops Quad” and “Hoops 5” spots performing 109 percent better than the average clothing ad. Tecovas, known for Western footwear, also appeared twice in the top ten, while Skechers (NYSE: SKX) brought humor to the mix with its “Alien Butler” ad featuring Snoop Dogg. That campaign was 85 percent more effective than the average, proving that a little weirdness and a familiar face can go a long way.
U.S. retail media ad spend is projected to surpass $65 billion in 2025, making it one of the fastest-growing segments in digital advertising, according to forecasts from media investment and intelligence firm Magna (IPG Mediabrands). Globally, retail media networks are expected to generate between $163 billion and $166 billion in ad revenue this year, overtaking TV for the first time, with similar figures reported by both Magna and Emarketer. These insights are based on recent reports which highlight the rapid expansion and shifting dynamics within the retail media landscape
The most effective ads this year share a few traits. They use bold visuals, humor, and music to spark emotion. Celebrity partnerships are still powerful, but they work best when paired with authentic storytelling. Shorter formats, especially 15- and 30-second spots, are proving highly effective, likely because they fit seamlessly into digital and social channels. Direct-to-consumer brands are making their mark by focusing on clear, memorable messaging and a strong brand voice, showing that a big idea can sometimes matter more than a big budget.
For brands, the message is simple: creativity and cultural relevance are driving results in 2025. For investors, the growing retail media sector represents both opportunity and challenge, as measuring true effectiveness becomes more important in a crowded marketplace. As retail media networks expand and competition heats up, the brands that combine creative risk-taking with data-driven accountability will likely come out ahead.
