Andy Reid Returns in Skechers' 12th Big Game Spot

Rhea-AI Summary

Skechers (NYSE:SKX), the world's third-largest footwear brand with $8 billion in annual sales in 2023, announces its 12th Big Game commercial featuring Andy Reid, coach of the Kansas City Chiefs. The advertisement showcases Reid promoting Skechers Hands Free Slip-ins® while revealing an unexpected side hustle.

The commercial will debut during the FOX broadcast on February 9th, marking Skechers' continued presence in Big Game advertising since 2010. The company's previous campaigns have featured notable personalities including Joe Montana, Tony Romo, Snoop Dogg, Martha Stewart, and Willie Nelson.

Skechers maintains a global presence in 180 countries and territories through department stores, specialty retailers, and approximately 5,300 Skechers retail stores. As a Fortune 500® company, Skechers operates through wholly-owned subsidiaries, joint ventures, and distributors internationally.

Positive

• $8 billion in annual sales achieved in 2023
• Strong retail presence with 5,300 stores globally
• Extensive market reach across 180 countries and territories

Negative

• None.

Insights

Marketing and Brand Strategy Analyst

The decision to feature Andy Reid in Skechers' 12th Super Bowl commercial represents a calculated strategic move that merits deeper analysis. With $8 billion in annual sales, Skechers has demonstrated remarkable growth and this high-profile marketing investment signals confidence in continued expansion.

The timing is particularly astute - Reid's potential third consecutive Super Bowl victory could create a powerful marketing narrative. Super Bowl commercials, while expensive with spots costing upwards of $7 million for 30 seconds, offer unparalleled reach to approximately 100 million viewers. For Skechers, this visibility is important in maintaining its position as the third-largest footwear brand globally.

The campaign's focus on Hands Free Slip-ins technology is strategically significant for several reasons:

• It positions Skechers as an innovator in the comfort technology space
• Targets both athletic and casual wear markets simultaneously
• Leverages Reid's authentic need for practical footwear solutions

The evolution of Skechers' Super Bowl advertising strategy, from Joe Montana to Andy Reid, reflects the brand's journey from a challenger brand to an established industry leader. This consistent presence in premium advertising spaces has helped drive the expansion to 5,300 retail stores across 180 countries, demonstrating the effectiveness of their marketing investments in building global market share.

LOS ANGELES--(BUSINESS WIRE)-- Skechers, the third largest footwear brand in the world with $8 billion in annual sales in 2023, teams up with Andy Reid, the coach behind back-to-back Super Bowl victories, for the brand’s 12^th Big Game appearance. Reid’s Skechers Hands Free Slip-ins® campaign features the Kansas City Chiefs leader and a big reveal: his unexpected side hustle helped by the comfort and convenience of Skechers’ innovative and effortless signature footwear collection. Watch the commercial debut during the FOX broadcast on Sunday, February 9^th or view it here.

Skechers returns to the Big Game with Coach Andy Reid in Skechers Hands Free Slip-ins® commercial. (Photo: Business Wire)

“I’m a no-nonsense football guy who needs everything around me to be easy so I can just focus on the game—especially when it’s for the championship,” said Andy Reid. “These Skechers Hands Free Slip-ins have made my routine quicker and easier. No one wants to go into overtime just because of their shoes, and best of all they give me time to focus on my second career that you’ll see in my first commercial for Skechers!”

“Our belief in Coach Reid and his ability to lead champions resonated with us as Skechers dives deeper into the performance world with innovative products for soccer, basketball and more,” added Michael Greenberg, president of Skechers. “This is the perfect venue to present our campaign as he’s coaching with the chance for an unprecedented third straight win. With more than three decades of Skechers, the third-largest footwear brand in the world, maybe a three-peat for the coach is in the cards. Andy also proves that there’s endless unexpected possibilities when you go hands-free with the signature comfort and convenience of Skechers Slip-ins!”

Appearing for the 12^th year in 2025, Skechers has been a perennial advertiser during the Big Game. The brand’s first appearance starred Joe Montana in 2010, and last year it featured Mr. T and Tony Romo. Other notable past Skechers Big Game commercial highlights include Snoop Dogg and Martha Stewart, Mark Cuban with a French bulldog named Mr. Quiggly, as well as Willie Nelson singing “On the Road Again.”

Skechers offers its complete range of footwear, including Skechers Hands Free Slip-ins, at Skechers retail stores and skechers.com, as well as at department stores and footwear retailers around the globe.

About Skechers U.S.A., Inc.

Skechers (NYSE:SKX), The Comfort Technology Company® based in Southern California, designs, develops and markets a diverse range of lifestyle and performance footwear, apparel and accessories for men, women and children. The Company’s collections are available in 180 countries and territories through department and specialty stores, and direct to consumers through skechers.com and approximately 5,300 Skechers retail stores. A Fortune 500® company, Skechers manages its international business through a network of wholly-owned subsidiaries, joint venture partners, and distributors. For more information, please visit about.skechers.com and follow us on Facebook, Instagram and TikTok.

This announcement contains forward-looking statements that are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995, Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. These forward-looking statements may include, without limitation, Skechers’ future domestic and international growth, financial results and operations including expected net sales and earnings, its development of new products, future demand for its products, its planned domestic and international expansion, opening of new stores and additional expenditures, and advertising and marketing initiatives. Forward-looking statements can be identified by the use of forward-looking language such as “believe,” “anticipate,” “expect,” “estimate,” “intend,” “plan,” “project,” “will,” “could,” “may,” “might,” or any variations of such words with similar meanings. Any such statements are subject to risks and uncertainties that could cause actual results to differ materially from those projected in forward-looking statements. Factors that might cause or contribute to such differences include the disruption of business and operations due to the COVID-19 pandemic; delays or disruptions in our supply chain; international economic, political and market conditions including the effects of inflation and foreign currency exchange rate fluctuations around the world, the challenging consumer retail markets in the United States, and the impact of wars, acts of war and other conflicts around the world; sustaining, managing and forecasting costs and proper inventory levels; losing any significant customers; decreased demand by industry retailers and cancellation of order commitments due to the lack of popularity of particular designs and/or categories of products; maintaining brand image and intense competition among sellers of footwear for consumers, especially in the highly competitive performance footwear market; anticipating, identifying, interpreting or forecasting changes in fashion trends, consumer demand for the products and the various market factors described above; sales levels during the spring, back-to-school and holiday selling seasons; and other factors referenced or incorporated by reference in Skechers’ annual report on Form 10-K for the year ended December 31, 2023 and its quarterly reports on Form 10-Q in 2024. Taking these and other risk factors associated with the COVID-19 pandemic into consideration, the dynamic nature of these circumstances means that what is stated in this press release could change at any time, and as a result, actual results could differ materially from those contemplated by such forward-looking statements. The risks included here are not exhaustive. Skechers operates in a very competitive and rapidly changing environment. New risks emerge from time to time and we cannot predict all such risk factors, nor can we assess the impact of all such risk factors on our business or the extent to which any factor, or combination of factors, may cause actual results to differ materially from those contained in any forward-looking statements. Given these risks and uncertainties, you should not place undue reliance on forward-looking statements as a prediction of actual results. Moreover, reported results should not be considered an indication of future performance.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250203762377/en/

Media Contact:

Jennifer Clay

Skechers U.S.A., Inc.

jennc@skechers.com

Source: Skechers U.S.A., Inc.

FAQ

What was Skechers (SKX) annual sales revenue in 2023?

Skechers (SKX) reported $8 billion in annual sales for 2023.

How many retail stores does Skechers (SKX) operate globally?

Skechers (SKX) operates approximately 5,300 retail stores globally.

How many countries does Skechers (SKX) operate in?

Skechers (SKX) operates in 180 countries and territories through various distribution channels.

When will Skechers (SKX) air its 2025 Big Game commercial?

Skechers (SKX) will air its Big Game commercial during the FOX broadcast on February 9th, 2025.

Who is featuring in Skechers (SKX) 2025 Big Game commercial?

Andy Reid, the Kansas City Chiefs coach, is featuring in Skechers' 2025 Big Game commercial promoting Hands Free Slip-ins®.