Skechers USA, Inc. is a UNITED STATES lifestyle and performance footwear company. Headquartered in Manhattan Beach, California, the brand was founded in 1992 and is currently the third major athletic footwear brand in america.
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Skechers was founded in 1992 by Robert Greenberg, who had previously founded L.A. Gear in 1978 (he stepped down as CEO of this company the same year he founded Skechers). Greenberg sought to give attention to the everyday footwear market. Skechers’ early products were utility-style boots and skate shoes. The business has since diversified to add athletic and everyday styles for men, women, and children, and also performance shoes.
Products and advertising
The business offers two footwear categories: a lifestyle division which includes Skechers FOAM, the charity line BOBS and Relaxed Fit comfort shoes, and a performance division which includes Skechers GOrun and Skechers GOwalk footwear. Through licensing agreements, the business offers branded bags, watches, eyewear and extra merchandise.
Skechers uses celebrity-driven advertising, and has promoted its products with celebrities including recording artists Demi Lovato and Camila Cabello, baseball players Clayton Kershaw, David Ortiz, and football players Tony Romo and Howie Long. The Skechers Performance Division has featured elite runner Meb Keflezighi, and pro golfers Matt Kuchar, Brooke Henderson, and Wesley Bryan. In 2014, Skechers signed an endorsement handle musician Ringo Starr.
On March 1, 2019, Skechers launched a print and digital comparative marketing campaign titled “Just Blew It” to highlight the Zion Williamson failed shoe incident with rival Nike.