Skechers, long recognised as a lifestyle footwear brand, is making significant moves into the sports market, both globally and in Australia. Its recent partnership with Melbourne Victory for the 2024/25 A-Leagues season is a critical step in establishing itself as a serious competitor in performance footwear.

As Melbourne Victory’s Official Footwear Partner, Skechers will supply players and coaching staff with boots and sneakers, reflecting the brand’s ambition to gain credibility and market share within Australian sports.

This partnership builds on Skechers’ 2022 agreement with the AFL’s Hawthorn Football Club, where the Skechers logo is featured on the front neckline of team jerseys. These partnerships mark a deliberate push into sports, focusing on endorsements and strategic alliances to reshape the brand’s identity beyond lifestyle products.

Globally, Skechers has aligned with top-tier athletes to strengthen its sports credentials. FC Bayern München striker and England captain Harry Kane signed a lifetime deal with the brand in 2023, debuting as Skechers’ first professional soccer player. Following this landmark endorsement, Premier League players like Mohammed Kudus, Oleksandr Zinchenko, and Anthony Elanga joined Skechers, each endorsing its SKX_01 boots.

The brand’s visibility in basketball has also increased, with NBA players Joel Embiid, Julius Randle, and Terance Mann partnering with Skechers and featuring in global campaigns.

High-profile appearances have further boosted Skechers’ recognition in sports. At the Paris Olympics, Joel Embiid received Gold Sneakers to celebrate his gold medal win, while brand ambassador Snoop Dogg donned golden Skechers while carrying the Olympic torch, creating significant media attention. Skechers is also active in other sports, including golf and baseball, and is expanding into emerging areas like pickleball.

These efforts appear to be paying off. Google Trends data reveals a notable rise in public interest, with search scores moving from a pre-2021 average of below 50 to a consistent 75+ from 2021 onwards. This growing interest aligns with financial gains, as the brand recently posted record quarterly sales of $2.35 billion, marking a 15.9% year-over-year increase. Skechers’ share price has also nearly doubled, increasing approximately 100% since October 2023.

With plans to reach $10 billion in annual sales by 2026, Skechers is making clear its commitment to sports-focused growth. Its partnerships with Melbourne Victory and other teams worldwide underscore its ambition to transition from a lifestyle brand to a formidable player in the global sportswear industry.

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