Skechers, a brand once known for its unconventional and “ugly” design, has unexpectedly become a favorite among young Chinese consumers.
Originally entering the Chinese market 18 years ago, Skechers initially targeted elderly consumers in lower-tier cities with its comfortable yet unstylish shoes. However, in recent years, its so-called “ugly” aesthetic has sparked a surge in demand among young professionals, propelling its annual sales in China to an impressive 9 billion CNY (1.3 billion USD). Skechers has surpassed domestic sportswear brands like Xtep and 361° in revenue quitely.
On a global scale, Skechers is growing even more rapidly. It now ranks as the third-largest sportswear brand worldwide, trailing only behind Nike and Adidas. Between 2020 and 2024, Skechers’ global revenue surged from approximately $4.6 billion to nearly $9 billion - an astonishing 96% increase in just four years. According to a 2023 report by investment bank Cowen, Skechers has been successfully luring customers away from Nike and Adidas.
Skechers’ Strategic Expansion in China
Skechers is aggressively expanding in China, opening 500 new stores annually and planning to further penetrate lower-tier cities with its “superstore + lower-tier market” strategy. By 2026, it aims to add 3,000 stores and reach 30 billion CNY in sales—putting it on par with Anta and surpassing Li-Ning.
Despite its strong sales, Skechers’ market positioning remains ambiguous. Social media discussions describe it as “America’s version of elderly footwear brands,” “work shoes,” and even “the Tesla of sportswear” due to its prioritization of comfort over aesthetics.
Why Young Workers Are Buying Skechers
In April 2024, Skechers signed Mysterious Lotus Casebook actor Cheng Yi as a brand ambassador. The internet clowned on the collab, but sales on Tmall shot up anyway.
Skechers doesn’t just sell “ugly dad shoes” though. They’ve got trendy sneakers like the Panda Shoe, comfy work shoes, and even serious sports kicks. But let’s be real—the big draw is comfort. Tons of workers, from Disney staff to nurses to supermarket employees, swear by them. The thick soles, breathable fabric, and memory foam insoles make them perfect for long shifts. Plus, they’re way cheaper than Nike or Adidas, with bestsellers priced between 200-500 RMB.
Beyond just being comfy, Skechers is winning because they get local production. By 2024, over 90% of their China stock was made domestically, cutting down on costs and avoiding trade drama.
Embracing Internet Culture to Drive Engagement
Skechers has also actively engaged with internet culture, embracing humorous marketing tactics and social media trends. In late 2023, the company appointed celebrity Qin Xiaoxian as its “Chief Executive Officer of Restlessness” and launched workplace-themed marketing campaigns. The brand also encouraged user-generated content, inspiring consumers to creatively modify their Skechers shoes with accessories like lace bows, pearls, and even oversized gold chains.
Skechers’ strategy has proven effective, as evidenced by its financial performance. In 2024, its global revenue reached $9 billion, with a 12.1% year-on-year increase—outpacing Nike and Adidas in growth rate. The company remains optimistic about its future in China, projecting further expansion and a continued rise in market share.
