I really enjoyed Sarah Mahoney’s recent MediaPost article on sneaker brands, during what is typically a slow period for these guys. But contrary to past summer slowdowns, brands such as Skechers, Adidas, and Converse are all generating considerable product news over the summer months. Skechers is a great example, having just signed singer-songwriter Meghan Trainor (“All About that Base”) for a forthcoming advertising campaign.
Skechers is up +8 rating points (+12 percent) to a media rating of 69 (2 points shy of the brand’s 4-yr high of 71 in April 2014). This gain in July media share moved the brand up +6 rank positions in the Athletic & Outdoor Apparel Brands sector to a peer rank of #5 , tied with Reebok and behind #1 Nike, #2 Adidas, #3 Under Armour, and #4 Puma.
From a rating perspective, it will be interesting to see whether Skechers can repeat and build-upon its strong 2013/2014 media cycle where the brand moved from a 54 rating to an all-time high of 71 on strong endorsement and branded athlete performance news. Beating Nike in the running shoe showdown in Boston that year was critical to the firm’s above 70 point rating jump. The brand has also been at the forefront in signing marque performers to its line of fashionable sneakers. Adidas has been equally aggressive in signing non-athletes as has Under Armour lately.
The California-based company has deals with everyone from drummer Ringo Starr and recording artist Demi Lovato to golfer Matt Kuchar and legendary quarterbacks Joe Montana and Joe Namath.
And with lower price-points then Adidas and Nike, the brand is gaining considerable traction in the childrens and tweens category, an area where both Nike and Adidas have been struggling.