Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
Media Edge: Skechers promotes new collection with new celebrity influencer
Media Sales Lead: Skechers is promoting its new Uno collection with a campaign featuring its new brand ambassador and first-ever artist-in-residence, Doja Cat. The campaign includes a 30-second video ad starring Doja Cat vs. Doja Cat. The company will release additional creative work feasting Doja Cat in the future. Skechers also works with notable celebrities such as Ashley Park, Snoop Dogg, Martha Stewart, Tony Romo, and Howie Long.
Key Lead Takeaways: Reach out now to offer ad space. The company will also likely utilize influencers more in the future, so get in touch if you can help.
Target Demographic: Skechers targets a wide range of consumers from Gen-X to Gen-Z. The Uno line will appeal to Gen-Z women.
Key Spend Notes:
- Skechers increased both national TV and digital display spend in 2022.
- Top spending period: Q3
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Skechers under Shoes & Socks**
- 2023 YTD Spend: $29.5m
- 2022 FY Spend: $55.2m
- 2021 FY Spend: $46.7m
- 2020 FY Spend: $25.8m
Ad Flight Breakdown (by spend): Skechers has aired 45 spots in 2023; the top five were "All Walks of Life," "Slip-in No Matter What," "Let's Go Out," "Relaxing Foot Massage," and "There's No T."
Top Daypart (by impressions): Primetime (1.3b), Day Time (811m), Early Fringe (429m), Weekend Afternoon (429m), and Late Fringe AM (414.2m).
Top Networks (by spend): MSNBC, Univision, ION, FOX, and Golf.
Top Shows (by spend): NFL Football, Super Bowl LVII Postgame, SportsCenter, The First 48, and Vanderpump Rules.
Top Industry/Vertical Spenders (by spend): Skechers (35%), New Balance (19%), Oofos (10%), Under Armour (9%), and Bombas (6%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Skechers under Apparel**
2023 YTD Spend: $8.8m
2022 FY Spend: $19.6m
2021 FY Spend: $16.7m
2020 FY Spend: $10.9m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $3.4m
- Q2 2022 Spend: $5.1m
- Q3 2022 Spend: $6.7m
- Q4 2022 Spend: $4.5m
Impressions: 986.8m
Top Ad Types (by spend): YouTube (43%), Facebook (32%), Instagram (18%), desktop display (4%), and desktop video (2%).
Top Purchase Channels: Direct (96%), Google AdX+AdSense (3%), and The Trade Desk (1%).
Top Publishers: youtube.com, facebook.com, instagram.com, yahoo.com, and espn.com.
Top Industry/Vertical Spenders: Shein (7%), Gap (3%), TechStyle Fashion Group (3%), Temu (2%), and VF Corporation (2%).
Top Creative (by spend; see below): Pathmatics reports that 231 creatives have run during 2023 (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
- Vivvix: Skechers also invests in OOH, print, radio, & local broadcast.
Current Agency Roster:
- Siltanen & Partners Advertising: creative
- Stella Rising: creative
- In-house: media
