Dress for the earnings report you want... not the one you have. Skechers is channeling it. Your go-to middle school shoe option's overall sales jumped 11% last quarter. But it's basically become a foreign company — nearly 60% of those sales were overseas, where sales surged about 20%.
Influencers not wanted... Skechers' US growth strategy may be less extensive as it expands abroad, but it's got one theme: C-list celebs who can side hustle as shoe ambassadors.
- Ex-QB Tony Romo is the new face of Skechers' feet (his wife is in on the deal too), headlining the brand's 2-year turnaround.
- He's flanked by retired childhood sports icons like Joe Montana and David Ortiz who still try to feel active.
- Golfers are playing too — Brooke Henderson and Russell Knox are repping Skechers golf spikes.
Avoiding trends is Skechers' trend... With more than 3,000 style options, the company is focused on giving a little something to everyone — not the next "it" thing that one friend of yours always has first. That mass-market strategy is captured by this single quote from the CFO: “Our core demographic isn’t the teenage fashionista.” You do you.