The brand is mixing big-name ambassadors like Joel Embiid and Harry Kane with rising stars such as Kiki Iriafen, while also investing in sports-focused retail experiences.
Using Joel Embiid as their signature athlete was a double edged sword. On one side you can tap into Europe and Africa through his heritage but he legit may never play basketball again.
Signing Embiid will more than likely do more damage to the brand than help within the US, but signing younger talent will hopefully offset it if they can rope in more GenZ and Gen Alpha consumers. I'm admittedly a huge sketcher hater and don't think it has any place as a performance shoe. I'd probably need a LOT of athletes and friends that I admire and respect to sing their praises before I'd consider buying a pair. But to your point, they're not hurting from a revenue perspective.
Using Joel Embiid as their signature athlete was a double edged sword. On one side you can tap into Europe and Africa through his heritage but he legit may never play basketball again.
There's also one potential new NBA athlete coming in: OG Anunoby, who's been wearing Skechers for the past few months now!
Signing Embiid will more than likely do more damage to the brand than help within the US, but signing younger talent will hopefully offset it if they can rope in more GenZ and Gen Alpha consumers. I'm admittedly a huge sketcher hater and don't think it has any place as a performance shoe. I'd probably need a LOT of athletes and friends that I admire and respect to sing their praises before I'd consider buying a pair. But to your point, they're not hurting from a revenue perspective.