Skechers: Street dance culture helps rejuvenate the brand

As an overseas sports brand that entered the Chinese market late, Skechers chose the "comfortable" product feature in the face of other brands that have already seized the market's main sports and fashion attributes. The brand hopes to break the consumer's inherent perception of the brand and build a communication platform with young people.

Case details

Brand : Skech

Brand owner : Skech

Main agency : Skechers

Put on the market : Mainland China

Running time : January 1, 2017 to present

Industry : Sporting Goods

Media channels : social media, live video, offline events

Budget : 30 million

Case summary

When Skechers entered the Chinese market, it quickly entered the Chinese market with differentiated "comfort" characteristics, which also caused domestic consumers to have a certain inherent impression of the brand. Skechers brand genes are "young people who can't sit still", constantly spurring Skechers to...

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