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Skechers and Ava Max Partner for Global Popstar’s First Footwear Collaboration
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Rhea-AI Summary
Skechers has unveiled a limited-edition footwear collection in collaboration with pop star Ava Max, launching two styles: Roadies Surge and Uno Hi. This partnership evolves from Ava Max's previous promotion of Skechers sneakers, including her 2021 music video featuring D’Lites. The Roadies Surge features a high-top design, while the Uno Hi offers a modern twist on the classic sneaker. Available now at skechers.com and select stores, the collection aims to resonate with fans and sneaker enthusiasts alike.
Positive
Collaboration with superstar Ava Max can enhance brand visibility.
Launch of two stylish sneaker designs appealing to fashion-forward consumers.
Engagement in ongoing partnerships may lead to further product collections.
Available online and in select flagship stores, increasing accessibility.
Negative
Potential over-reliance on celebrity collaborations for brand image.
The competitive footwear market may challenge sales growth.
The Skechers Street™ capsule is inspired by the artist’s iconic personal style
LOS ANGELES--(BUSINESS WIRE)--
Calling fashion and music lovers everywhere—Skechers has collaborated with multi-platinum global pop sensation Ava Max on a limited-edition footwear collection, with the first two styles launching today. This on-trend capsule is the evolution of an ongoing partnership between Skechers and Ava Max. It all began with her wearing Skechers D’Lites in her 2021 “My Head and My Heart” video, which led to a campaign launch earlier this year for the brand’s best-selling Skechers Uno sneaker.
Limited-edition Skechers x Ava Max collab launches with two fashion sneaker styles. (Photo: Business Wire)
“It has been incredible working with the Skechers team to bring my vision to life with the Skechers x Ava Max collaboration,” said Ava Max. “I wanted to create my own spin on classic silhouettes, and I am so excited for it to finally be here!”
Sneakerheads can wear their favorite popstar’s glam-meets-edge look with two hot styles designed with guidance from the singer and songwriter herself. Skechersx Ava Max: Roadies Surge, a high-top lace-up fashion sneaker boot, brings the Y2K vibe with black patent leather upper and classic rugged lug outsole. Skechers x Ava Max: Uno Hi is an elevated update to the iconic Skechers Uno fashion sneaker in monochromatic off-white with patent leather trim on a platform wedge for extra height.
The global hitmaker, whose tracks have been streamed more than 12 billion times, was recently honored with awards for International Artist of the Year and Best Video of the Year at the 2022 LOS40 Music Awards in Spain, and performed her new single “Million Dollar Baby” at the 2022 MTV Europe Music Awards in Dusseldorf on Sunday. Ava Max’s second studio album, Diamonds & Dancefloors, is scheduled to be released on January 27, 2023.
The first limited-edition Skechersx Ava Max capsule collection is available at skechers.com and in select Skechers flagship stores starting today. Additional styles will follow later in 2023.
About AVA MAX:
Ava Max is ready to take her already extraordinary rise to the pinnacle of pop success to even greater heights with her new single “Million Dollar Baby” and upcoming album Diamonds and Dancefloors. With over 12.5B worldwide streams, an array of smash collaborations, and multiple RIAA gold and platinum certifications in the US alone, the first-generation Albanian American artist has fast proven a true pop superstar, hailed for her seismic voice, idiosyncratic high fashion mindset, and undeniable knack for cinematic, theatrical popcraft. 2018 saw Max make her explosive arrival with the blockbuster success of the RIAA 4x-platinum certified hit, “Sweet but Psycho.” Currently boasting more than 4B global streams, the track took the world by storm, spending three weeks in the top 10 on Billboard’s “Hot 100” while reaching #1 in more than 20 countries around the world. Max kept up the pace with a series of smash singles, including the RIAA gold certified “So Am I,” “Salt,” and the platinum “My Head & My Heart,” as well as the platinum certified title track to her acclaimed full-length debut, Heaven & Hell. 2021 saw Max unveil “Every Time I Cry” and her worldwide hit anthem with Tiësto, “The Motto,” which has proven to be an undeniable international blockbuster, reaching the top 5 on Billboard’s “Dance/Electronic Songs” chart while earning over 955M worldwide streams thus far. Now, with new singles “Maybe You’re The Problem,” “Million Dollar Baby” and “Weapons” and the upcoming arrival of Diamonds & Dancefloors, Ava Max is poised to push pop even further, setting a direct course toward the top and beyond.
About SKECHERS USA, Inc.
Skechers USA, Inc. (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 over 180 countries and territories through department and specialty stores, and direct to consumers through digital stores and 4,458 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, Twitter, 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 around the world, the challenging consumer retail markets in the United States and the impact of Russia’s recent invasion of Ukraine; 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, 2021 and its quarterly reports on Form 10-Q in 2022. 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.
