skechers

BRANDING | PACKAGING | ART DIRECTION | SOCIAL MEDIA

PROJECT CONTEXT

As one of the first casual athletic footwear brands, Skechers gained popularity in the late 90s due to its unique brand messaging and its cool, bold, and trendy graphic design style. Through the use of celebrity ambassadors like Britney Spears and Christina Aguilera, Skechers’ marketing was able to effectively close the gap between comfort and style, offering a unique selling point for the brand. However, as their original consumer base aged, Skechers seemingly lost its ‘cool factor’ with younger audiences in recent years.

DESIGN OBJECTIVE

Because trends have a tendency to recycle every couple decades, younger audiences are now gravitating towards graphic design and fashion trends from the late 90s and early 2000s era. To this point, Skechers could have major success in revisiting the style of its popular campaigns from that era. Therefore, the new rebrand will seek to maintain vintage elements from its earlier campaigns that feel familiar to older audiences, while also introducing modern design elements that resonate with younger audiences.