Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights estimated by Podchaser.
Media Edge: Skechers partners with NBA players to promote new basketball shoes
Media Sales Lead: Skechers just debuted its first line of technical basketball shoes called SKX Resagrip and SKX FLOAT. The company tapped Julius Randle of the New York Knicks and Terance Mann of the Los Angeles Clippers as the Skechers Basketball ambassadors. Both players will compete in Skechers shoes and will appear in brand campaigns. This is part of Skechers' long-term basketball plan, which includes seeking additional NBA players as brand ambassadors.
Key Lead Takeaways: Contact Skechers' DMs to help it advertise the new sneaker line. It may also be seeking influencer relations assistance. The company has been ramping up digital display and national TV spend for the past couple of years. I see no sign of Skechers decreasing spend anytime soon.
Target Demographic: Gen-Z & millennial men
Key Spend Notes:
- Top spending period: Q3
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Skechers under Apparel, Footwear, & Accessories: Shoes & Socks**
- 2023 YTD Spend: $63.9m
- 2022 STP Spend: $44.2m
- 2022 FY Spend: $55m
- 2021 FY Spend: $46.7m
Ad Flight Breakdown (by spend): Skechers has aired 55 spots in 2023; the top five were "Slip-in No Matter What," "Step Into the Future," "Nothing Feels Better Than Support," "Obsessed," and "Brain Chemistry."
Top Daypart (by impressions): Primetime (3.7b), Day Time (2.3b), Early Fringe (1.3b), Weekend Afternoon (1.3b), and Late Fringe AM (1.2b).
Top Networks (by spend): FOX, Univision, BRAVO, ESPN, and A&E.
Top Shows (by spend): NFL Football, Super Bowl LVII Postgame, The First 48, SportsCenter, and La Rosa de Guadalupe [Spanish].
Top Industry/Vertical Spenders (by spend): Skechers (36%), New Balance (19%), Oofos (10%), Under Armour (5%), and Bombas (5%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Skechers under Apparel**
2023 YTD Spend: $19.7m
2022 STP Spend: $18m
2022 FY Spend: $16.8m
2021 FY Spend: $10.9m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $3.5m
- Q2 2022 Spend: $5.4m
- Q3 2022 Spend: $6.8m
- Q4 2022 Spend: $4.6m
Impressions: 2.2b
Top Ad Types (by spend): YouTube (48%), Facebook (28%), Instagram (16%), desktop display (5%), and desktop video (3%).
Top Purchase Channels: Direct (98%), Google AdX+AdSense (1%), and The Trade Desk (1%).
Top Publishers: youtube.com, facebook.com, instagram.com, yahoo.com, and brainly.com.
Top Industry/Vertical Spenders: Shein (9%), Fabletics (2%), Temu (2%), Amazon (1%), and Halara (1%).
Top Creative (by spend; see below): Pathmatics reports that 552 creatives have run during 2023 (note that not all creatives debuted in 2023).
Additional channel insights
- Vivvix: Skechers also invests in OOH, print, radio, and local broadcast.
- Top podcasts sponsored: The Dan Le Batard Show with Stugotz, Are you Garbage? Comedy Podcast, No Laying Up - Golf Podcast, The Athletic Football Show: A show about the NFL, and New Rory & MAL.
Current Agency Roster:
- In-house: media & creative
