SKECHERS Nominated for Three Awards

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A brand that effortlessly weaves together both sports and lifestyle designs, SKECHERS is one of the most innovative names in footwear. To commemorate their three nominations in today’s Sports Trade Awards, we sat down with Nicola Zachariades, PR & marketing executive UK & Ireland, to discuss winning, pushing the boundaries and celebrity partnerships.

SKECHERS has been nominated for three accolades – including Best Lifestyle Brand of the Year – in the Sports Trade Awards, what was your reaction when you found out?
It is a privilege to be shortlisted for any awards, especially within these categories. This achievement reaffirms SKECHERS’ heritage as a leading lifestyle and fashion footwear brand. Being nominated in categories such as ‘Running Brand of the Year’ and ‘Sports Brand of the Year’ reflects how far the SKECHERS Performance™ Division business has grown over the past two years. We are extremely proud to receive this recognition from The Sports Trade Awards, especially amongst such notable brands that were nominated in our categories.

What would winning mean to both you and the brand?
It would be an honour to win, as it would establish the SKECHERS Performance™ Division brand within the Sports Trade industry.

SKECHERS has two distinct categories, lifestyle and Performance™. How has the Performance line progressed in recent years?
Never resting on its laurels, SKECHERS is constantly innovating its product offering while also building on its heritage. The past year has seen the development of new comfort features within the lifestyle business – primarily the SKECHERS Memory Foam insoles and the development of Relaxed Fit Footwear for women, innovative upper materials and the next generation of award-winning SKECHERS Performance™ footwear.

The SKECHERS Performance™ Divison has significantly grown as an established, respected brand within the industry with over a dozen awards since the product line was launched just over two years ago. The SKECHERS Performance™ Division designs and produces an extensive collection of technologically advanced performance footwear. It’s our goal to provide you with the best and most advanced shoes in the market.

SKECHERS has already won numerous awards this year in America, which one are you most proud of and why?
SKECHERS GO, a line of technical footwear under the SKECHERS Performance Division, was named ‘Brand of the Year’ by the leading trade publication Footwear News in its annual FN Achievement Awards.

The Division’s big successes in 2013 include SKECHERS GOwalk, SKECHERS GOrun 2 and SKECHERS GOrun ride 2. In the UK alone, we are proud to have won a host of awards and accolades for our innovative SKECHERS GOrun 2 shoes including Gold Award Minimal Shoe (Men’s Running UK and Women’s Running UK) and Race Shoe Of The Year 2013 (Triathlon Plus).

So far in 2014 our GOrun Ultra Shoe has been awarded the Peak Performer, Gold Award and Top Value Award by Triathlon Plus.

What will SKECHERS be doing in the next year to keep the awards cabinet nice and full?
We will continue to produce innovative product to compete in the sports industry.

SKECHERS campaigns have been fronted by a variety of celebrities how do you think endorsement has helped your brand?
SKECHERS places a high importance on marketing its varied product offering across multiple mediums and sees opportunities like branding Premier League football games, targeted TV campaigns and spokespeople such as Olympic medalist and elite marathon champion Meb Keflezighi as impactful in building the brand on a regional and global scale. The SKECHERS Performance™ Division has partnered with Pro Golfer, Matt Kuchar, who is ranked 5th in the world. Aligning with Matt is key to our overall growth strategy for the Performance™ Division this partnership will play an integral role in building brand awareness within the Sports Trade industry.

What’s next for SKECHERS?
SKECHERS Performance™ Division will continue to grow range of innovative and technical running products and with the extension of GO Golf range this year. We will continue to grow our business echoing our company’s mantra to GO Like Never Before.

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