Skechers Expands Collaborations
Skechers is joining other footwear brands in developing licensed collaborations, launching a program with Korea’s Line Friends for women’s and girls’ sneakers and sandals.
Adidas (“Game of Thrones”, Nike (“Stranger Things”) and Puma (“Walking Dead”) are among footwear marketers who have executed entertainment-based efforts. (See our earlier story here.) Skechers wants future collaborations to help drive “brand heat” as well as revenue, CEO President Michael Greenberg said in releasing Q1 earnings. “You will see [collaborations]continue both in the second and third quarters and beyond.” Greenberg said.
The company started last year with a collaboration in Asia involving the anime series One Piece (One Piece x Skechers D’Lites), and expanded it into the U.S. in March.
The most recent introduction – Line Friends x Skechers – features a range of styles including Street, Sport and Cali for women and Skechers Kids sneakers and sandals for young girls mixed with Line Friends characters. The collection is available in the U.S. (via the company’s stores and website), Canada, China and Hong Kong.
Line Friends is based on stickers for the Line mobile messenger app operated by Line Corp., a Japanese subsidiary of South Korean Internet search giant Naver Corp.
Skechers, Jeremy Saul, Managing Dir. Global Licensing and Strategic Partnerships, Jeremy.firstname.lastname@example.org