Mr. T Goes Hands-Free in Skechers Super Bowl Commercial

Rhea-AI Summary

Skechers returns for the 11th time with a Big Game commercial featuring Mr. T to emphasize the correct spelling of the brand's name. The commercial showcases the convenience of Skechers Hands Free Slip-ins technology while highlighting the iconic 't' in the brand's name. Skechers has a history of notable Big Game commercials, and this year's spot aims to address the common misspelling of the brand's name.

Big Game Viewers to Also See That There’s Only One ‘T’ in Skechers

LOS ANGELES--(BUSINESS WIRE)-- A spelling lesson may be unexpected during the Big Game, yet Skechers is returning for the 11^th time with a commercial that does exactly that. This year, the Company is reminding the event’s massive television audience that while the brand has never had a ‘t’ in its name, there is one very memorable ‘t’ in Skechers…Mr. T.

Mr. T puts the 't' in Skechers Hands Free Slip-ins® for Skechers Big Game campaign. (Graphic: Business Wire)

In a follow up to his first Skechers commercial that premiered in 2023, the A-Team icon is back—this time in Skechers Hands Free Slip-ins® to illustrate how the convenient signature Skechers innovation makes it easier than ever to put the ‘t’ in pairs across the Company’s diverse product offering. A surprise cameo serves as the voice of reason to challenge the misperception on how the brand spells its name. The spot will air nationally during the third quarter.

“With this Hands Free Slip-ins technology, they make it so easy to put the ‘t’ in Skechers!” said Mr. T. “Just slip in and now ‘t’ is in the Big Game with Skechers too! I pity the fool who’s bending down and dealing with laces nonsense!”

“Skechers has been around for more than thirty years and while there’s never been a ‘t’ in our name, some people keep making the same mistake,” added Michael Greenberg, president of Skechers. “While we’re not going to change the spelling of our name, there is something that we can do for fans of the brand just in time for the Big Game: we’re not putting any old ‘t’ in Skechers…we’re putting THE ‘T’…Mr. T! And with the convenience and comfort of Skechers Hands Free Slip-ins, we’re able to effortlessly put the ‘t’ in pairs for every need or activity.”

This year’s spot marks the 11^th time Skechers has advertised during the Big Game. The brand’s first appearance starred Joe Montana in 2010, and last year Skechers introduced Snoop Dogg as the brand’s latest ambassador and collaborator in a spot that also featured Martha Stewart, Howie Long and Tony Romo. Other notable past Skechers Big Game commercials include Mark Cuban with a French bulldog named Mr. Quiggly, as well as Willie Nelson singing “On the Road Again.”

Mr. T is an actor, former wrestler and television personality known for his signature gold chains, mohawk and distinctive nickname. He began his career as a celebrity bodyguard and bouncer before breaking into film in the role of rival Clubber Lang in Rocky III. Since then, he’s appeared in multiple films and television series including the animated Mister T and his most memorable role as Sgt. Bosco “B.A.” Baracus in the hit series, The A-Team.

An award-winning global brand, Skechers leads the industry with comfort technologies including Skechers Hands Free Slip-ins®, Skechers Arch Fit®, Skechers Hyper Burst®, and Skechers Air-Cooled Memory Foam®, among others.

About SKECHERS U.S.A., Inc.

Skechers U.S.A., Inc. (NYSE:SKX), a Fortune 500^® 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. Collections from The Comfort Technology Company® are available in 180 countries and territories through department and specialty stores, and direct to consumers through digital stores and approximately 5,170 Company- and third-party-owned physical retail stores. The Company 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, 2022 and its quarterly reports on Form 10-Q in 2023. 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/20240205349971/en/

Jennifer Clay

SKECHERS USA, Inc.

jennc@skechers.com

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

FAQ

What is the theme of Skechers' Big Game commercial featuring Mr. T?

The commercial aims to emphasize the correct spelling of the brand's name, highlighting the iconic 't' in Skechers.

How many times has Skechers advertised during the Big Game?

This year's spot marks the 11th time Skechers has advertised during the Big Game.

Who are some of the celebrities that have appeared in past Skechers Big Game commercials?

Past Skechers Big Game commercials have featured celebrities like Joe Montana, Snoop Dogg, Martha Stewart, Howie Long, Tony Romo, Mark Cuban, and Willie Nelson.

What are some of the comfort technologies offered by Skechers?

Skechers leads the industry with comfort technologies including Skechers Hands Free Slip-ins®, Skechers Arch Fit®, Skechers Hyper Burst®, and Skechers Air-Cooled Memory Foam®, among others.