Skechers has not really been a big player in the athletic shoe industry. They have a sporting line but most all athletes pass it over for a different brand because of the lame image. In addition, they are not really the best product when it comes to sport shoes, they seem to copy what the others are doing instead of focusing on a good product of their own.
Skechers' partnerships and sponsorships are reflective of the lack of athletic support. I only came across two..
- Sponsored LA Sports Activities Awards ceremony in 2011
- Partnership with the Kardashians (reality TV family)
Neither of these relationships looks like they would put the Skechers brand into the public's mind or help to register themselves as a serious sporting shoe company. Recently, with the introduction of the Shape-Ups, Skechers appears to be trying to integrate themselves deeper into the sporting industry, but the Reebok Reetone has an advantage in the market because of brand image.
What do you think of Skechers and their brand image?
Recent commercials with Kim Kardashian brings the Skechers name out, but I don't know that this partnership leads me to believe they are a better shoe company with sports in mind.
ReplyDeleteI feel the same, she is not an athlete so it doesn't give off an athletic image. Thanks for your comment!
ReplyDeleteI agree. Having Kim Kardashian helps to increase awareness. But I feel this is promoting more a lifestyle product. It does not improve customers' perceptions about athletic performance, in particular with regard to certain sports such as soccer, basketball, running, etc.
ReplyDeleteAgreed, especially because the whole point of the Shape-Up shoe advertised is to get women to exercise more using this product. Why not put Mia Hamm or another big female athlete in this commercial instead?
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