Skechers U.S.A., Inc. designs, develops and markets a diverse range of footwear, apparel, and accessories.
Skechers is the third largest athletic footwear company in the world due to its comfort technology products, supported by impactful marketing, as well as a diverse distribution strategy, a dedicated global employee base and a loyal network of partners.
Segments
The company operates through two segments, Wholesale and Direct-to-Consumer.
Wholesale
The company’s Wholesale segment consist...
Skechers U.S.A., Inc. designs, develops and markets a diverse range of footwear, apparel, and accessories.
Skechers is the third largest athletic footwear company in the world due to its comfort technology products, supported by impactful marketing, as well as a diverse distribution strategy, a dedicated global employee base and a loyal network of partners.
Segments
The company operates through two segments, Wholesale and Direct-to-Consumer.
Wholesale
The company’s Wholesale segment consists of sales to a network of partners, including:
Skechers-branded stores operated by third-party franchisees and licensees;
Family shoe stores, specialty athletic and sporting goods retailers, department stores, and big box club stores;
E-commerce retailers; and
Distributors in select international markets.
Growth in the Wholesale segment is expected to derive from adding new partners, more third-party Skechers-branded stores, as well as expanding the company’s existing shelf space with partners from the introduction of new products.
Direct-to-Consumer
The company’s Direct-to-Consumer segment consists of sales by it directly to consumers through a combination of channels, including:
Company-owned Skechers-branded stores;
Company-owned e-commerce sites; and
Leading third-party marketplaces and digital platforms.
Growth in the Direct-to-Consumer segment is expected to derive from expanding the company’s footprint, leveraging third-party digital marketplaces and platforms and introducing new products.
Products
Skechers is a product-driven company with comfort and innovation at the core of the company’s design process. The company offers footwear and accessories for men, women and kids, as well as apparel for men and women. The company markets its products at multiple price points and provides consumers with what it believes is an offering with superior comfort technology.
Product design and development is essential to the company’s success and is driven by its ability to recognize trends and to design products that anticipate and accommodate consumers’ evolving preferences. Lifestyle trend information is compiled and analyzed by the company’s designers in various ways, including reviewing and analyzing pop culture, and fashion media. The company also consults with its customers on retail selling trends and collaborate with partners and ambassadors to ensure that the company’s products are designed to address the intended market opportunity and convey the distinctive perspective and lifestyle associated with its brand. A key component of the company designs philosophy is to continually reinterpret and improves its most successful styles.
Footwear
The company offers a comprehensive line of Skechers-branded performance and lifestyle footwear for men, women, and kids – with the company’s signature comfort features and innovations. The company develops footwear for athletes at all levels, everyday comfort needs, as well as occupational requirements. The company’s footwear categories include the following:
Lifestyle – Forward, innovative and on trend, the brand’s fashion, athleisure, and casual collections inspire millions to enjoy the style, comfort and quality synonymous with Skechers. The company’s lifestyle offering delivers comfort technologies, such as Skechers Hands Free Slip-ins, Skechers Arch Fit, and Skechers Air-Cooled Memory Foam, among others. With a street, fashion and court classic range, Skechers is able to reach a younger demographic.
Performance – Winner of numerous awards, the Skechers Performance collection offers elite athletes and enthusiasts innovative technologies for soccer/football, basketball, golf, pickleball, running and walking, as well as cricket in India in 2024. The Skechers Performance division develops footwear utilizing the latest advancements in materials and works with its athletes to develop superior designs. Signature technologies include Skechers Hyper Burst, Goodyear Resagrip Technology, Skechers Hands Free Slip-ins and Skechers Arch Fit. To support and market the company’s Performance footwear, it has a roster of elite athletes, including Harry Kane, Europe’s top football scorer for 2023 and captain of the England national team; NBA players Julius Randle, Terance Mann, Joel Embiid, Jabari Walker and WNBA player Rickea Jackson; Major golfers Matt Fitzpatrick and Brooke Henderson; pickleball pros Tyson McGuffin and Catherine Parenteau; and cricketers Ishan Kishan and Yastika Bhatia.
Kids – Skechers appeals to kids with bright and bold colors and designs and are made with the latest comfort features specific to growing children’s feet. Along with unique styles for children like S-Lights, Skechers Kids also includes takedowns of the company’s most popular products, including Skech-Air, Foamies, Skechers Hands Free Slip-ins, Skechers Stretch Fit, and Skechers Street.
Work – A leading work brand in the United States and other international markets, Skechers Work is made to last – offering service and occupational employees’ style, comfort and industry-certified quality for all-day protection. Available for men and women, the Skechers Work line includes slip-resistant and safety-toe shoes and boots for professionals who use protective footwear in their work environments with safety and durability features, such as steel, composite and lightweight safety toes, high-abrasion soles, puncture resistance, waterproofing and electrostatic-dissipative technology.
Earth-Friendly – Skechers’ Our Planet Matters line is made with recycled materials to help reduces its environmental impact. An important part of the company’s product innovation process includes seeking out new material and textile technologies to improve upon the recycled content in Skechers’ Our Planet Matters products.
Apparel
The company offers the latest trends in athletic and lifestyle apparel. The company’s collections are designed to complement its footwear products, by offering apparel that is stylish, high-quality and comfortable all at a reasonable price.
Accessories
Skechers licenses a variety of Skechers-branded products including socks, eyewear, medical scrubs, undergarments, fitness and yoga accessories, and cold weather products.
Trademarks, Patents and Licensing
The company owns and utilizes a variety of trademarks, including the Skechers trademark. The company considers its Skechers trademark a significant factor in building the company’s brand image and in distinguishing its products from those of others. The company has a significant number of both registrations and pending applications for its U.S. trademarks. In addition, the company has trademark registrations and trademark applications in 165 foreign countries. Further, the company has design patents and pending design and utility patent applications in both the U.S. and a myriad of foreign countries. The company continuously looks to increase the number of its patents and trademarks both domestically and internationally.
As of December 31, 2024, the company had 25 active licensing agreements in which it is the licensor. The company licenses a variety of Skechers-branded products, including apparel and accessories.
Marketing
The company aggressively markets its brands through comprehensive marketing campaigns. The Skechers brand is supported by television, digital, print, radio, outdoor, and press campaigns. To further drive recognition, the company enlists numerous celebrities, athletes, and influencers to appear in its campaigns. The company strategically selects ambassadors who work well with the company to promote the brand and support the product. In 2024, the company’s brand ambassadors included television personalities and entertainers Martha Stewart, Snoop Dogg, Amanda Kloots, Brooke Burke, Howie Mandel, Myleene Klass, Andy Reid and Vanessa Mai, and former athletes Sugar Ray Leonard, Tony Romo, Howie Long, Jamie Redknapp, Fabio Cannavaro, Ruud, Gullet and Frank Leboeuf.
Additionally, athletes supporting the company’s performance footwear included elite golfers Matt Fitzpatrick and Brooke Henderson, professional pickleball players Tyson McGuffin and Catherine Parenteau, and Major League Baseball players Clayton Kershaw, Chris Taylor, Brendan Donovan, Aaron Nola and Wade Miley. Skechers Football launched at the start of the 2023/24 season when the company signed Bayern Munich striker Harry Kane as the first professional to compete in the boot. Skechers expanded its roster with a number of Premier League athletes, including Mohammed Kudus, Oleksandr Zinchenko and Anthony Elanga, as well as Indian Super League all-time top scorer Sunil Chhetri and Turkey’s Super Lig and national team player Baris Alper Yilmaz. Skechers Basketball launched at the start of the 2023/24 season with NBA pros Julius Randle and Terance Mann. The roster expanded in 2024 with gold-medal winner Joel Embiid, Jabari Walker and Rickea Jackson, the company’s first WNBA athlete. For the 2024 launch of Skechers Cricket, it signed Mumbai Indian cricketers Ishan Kishan and Yastika Bhatia. The company identifies athletes who benefit from the comfort and technologies that its brand has to offer, and whose performance on the field, court, pitch, or course is augmented through the product.
Market
The company’s collections are available in approximately 180 countries and territories and can be accessed in digital or physical stores. The company is continually expanding and enhancing its distribution and logistics facilities and systems to supports the company omni-channel capabilities and provide greater access to merchandise selection and faster delivery. The company-owned e-commerce business enables consumers to shop, browse, find store locations, socially interact, post reviews, and immerse themselves in its brands. Additionally, the e-commerce business provides an efficient and effective direct-to-consumer distribution channel, which continues to improve the company’s customer service and brand experience. The company manages its international business through a network of wholly owned subsidiaries, joint venture partners, and distributors. The company’s joint venture interests include China, Malaysia, Vietnam and Singapore (50%), Thailand (51%), Mexico (60%), South Korea (65%) and Israel (75%). Where the company does not sell directly through its international subsidiaries and joint ventures, the company’s footwear is distributed through a network of distributors and licensees who sells its products to department, athletic and specialty stores, and digital stores, as well as in Skechers-branded retail stores.
The company has concept stores in shopping malls and factory outlet stores in outlet malls. Substantially all the company’s sales during the year ended December 31, 2024 were derived from sales of footwear manufactured in foreign countries, with most manufactured in China and Vietnam. The company also sells its footwear in foreign countries and plans to increase its international sales efforts as part of its growth strategy.
The company’s footwear products are manufactured by independent contract manufacturers. During the year ended December 31, 2024, the top five manufacturers of its products produced approximately 42.4% of the company’s total purchases. One manufacturer accounted for 20.4% of total purchases for the year ended December 31, 2024.
The company relies on owned or independently operated distribution facilities to transport, warehouse and ship products to its customers.
History
Skechers U.S.A., Inc. was founded in 1992. The company was incorporated in California in 1992 and reincorporated in Delaware in 1999.
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