Skechers First Brand to Buy Super Bowl LIX Ad

Rhea-AI Summary

Skechers, a global performance and lifestyle brand, has announced its early commitment to air a commercial during Super Bowl LIX on February 9, 2025. This marks the brand's 12th appearance at the event, signifying a strategic move to amplify its marketing efforts and brand messaging. Skechers, ranked as the third-largest footwear brand globally, sees substantial growth opportunities in team sports, recently entering basketball and soccer markets with players like Julius Randle and Harry Kane. The upcoming Super Bowl ad aims to highlight Skechers' focus on comfort and innovation, reinforcing its position as 'The Comfort Technology Company.'

Positive

• Early commitment to Super Bowl LIX showcases proactive marketing strategies.
• 12th appearance at the Super Bowl indicates strong brand presence and recognition.
• Recent entrance into basketball and soccer markets expands growth opportunities.
• Featuring elite athletes like Julius Randle and Harry Kane boosts brand credibility in sports.
• Focus on comfort and innovation aligns with current consumer preferences.
• Ranked as the third-largest footwear brand globally, indicating strong market position.

Negative

• Significant advertising spend on Super Bowl LIX could strain marketing budget.
• Potential for diminishing returns if Super Bowl ads do not translate to increased sales.
• High reliance on celebrity endorsements may pose risks if associated athletes' performance declines.

Global Performance and Lifestyle Brand to Air its 12^th Big Game Campaign in 2025

LOS ANGELES--(BUSINESS WIRE)-- Following football fans learning the fates of their teams with the 2024 NFL schedule announcement last night, Skechers is the first brand to secure its place at Super Bowl LIX on February 9, 2025. The early commitment of what will be the 12^th appearance by Skechers at the event lays down the gauntlet for the advertising world as the global performance and lifestyle brand begins preparation for its biggest and best Big Game commercial to date.

“From the Euros to Paris, this is a pivotal year for athletic competition, and Skechers will be seen through every moment, starting right now as the first brand to announce our commitment to Super Bowl LIX in 2025,” said Michael Greenberg, president of Skechers. “This is the best stage in all of sports to communicate Skechers’ comfort and innovation message.”

Greenberg continued: “As the number three footwear brand in the world, we see tremendous growth possibilities in team sports with our recent entrance into basketball and soccer featuring elite players like Julius Randle and Harry Kane competing in Skechers. We are laser-focused on innovation in all we do—from product to marketing—and it will all be exemplified with an impactful Super Bowl campaign that represents our mantra as The Comfort Technology Company.”

Skechers has been a perennial advertiser during the Big Game, having appeared 11 times previously. The brand’s first appearance starred Joe Montana in 2010, and this 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.”

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 5,200 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/20240516308624/en/

Jennifer Clay

SKECHERS U.S.A., Inc.

jennc@skechers.com

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

FAQ

When will Skechers air its Super Bowl LIX commercial?

Skechers will air its Super Bowl LIX commercial on February 9, 2025.

What is the significance of Skechers' Super Bowl LIX ad?

Skechers' Super Bowl LIX ad marks its 12th appearance at the event, highlighting its commitment to impactful marketing and brand visibility.

What growth opportunities does Skechers see in team sports?

Skechers sees substantial growth opportunities in team sports, recently entering the basketball and soccer markets with players like Julius Randle and Harry Kane.

Who are some notable athletes associated with Skechers?

Notable athletes associated with Skechers include Julius Randle and Harry Kane.

What is the focus of Skechers' upcoming Super Bowl ad?

The focus of Skechers' upcoming Super Bowl ad is on comfort and innovation, reinforcing its position as 'The Comfort Technology Company.'