How Skechers is staying ahead of the fandom race with SEVENTEEN

Skechers has appointed K-Pop band SEVENTEEN members DK, Seungkwan and Dino as its newest regional brand ambassadors across key Asia Pacific markets, including Singapore, Hong Kong, Macau, Malaysia, Thailand and Vietnam.

The trio will feature across Skechers’ footwear collections and lifestyle and performance apparel, including Skechers hands free slip-ins: GOwalk max cushioning flex, Skechers street uno ryze, GOrun consistent pro, max cushioning glide-step and Skechers hotshot.

The brand first teased the ambassadorship on social media with a video of the three stars walking away from the camera, making sure that the audience are unable to see any distinguishable features. 

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Their identities were similarly revealed on social media with the three stars spinning and posing in Skechers from head to toe. 

Skecher's multi-ambassador strategy

The multi-ambassador approach reflects a strategic shift in Skechers’ regional ambassador strategy. “At Skechers, we believe movement, comfort, and self-expression come in many forms. By appointing multiple ambassadors from the same group, we are able to tell a richer and relatable brand story that reflects how people move through everyday life,” said Eileen Tan, regional marketing director, Skechers Southeast Asia, in an interview with MARKETING-INTERACTIVE.

She added that each ambassador brings a distinct energy while collectively representing Skechers’ versatility. “Each ambassador represents a different facet of Skechers’ versatility — from everyday comfort and lifestyle wear to performance and athleisure. Together, they showcase how Skechers’ footwear and apparel can support a wide range of personalities, lifestyles, and moments, while reinforcing our message of ‘walking together’ in an authentic and meaningful way."

The decision to appoint multiple members of the same K-pop group is also informed by the region’s fandom culture. In Asia Pacific, fandom engagement is often shaped by group dynamics rather than individual endorsements, making a multi-ambassador model more culturally resonant, noted Tan adding that:

As members of the same group, the ambassadors bring a natural chemistry and strong connection with fans, which allows Skechers to tell a cohesive yet multi-dimensional story.

"Through a single partnership, we look forward to creating varied content streams across lifestyle, performance, and everyday wear, all within a single, unified brand narrative," said Tan.

The ambassadors will front campaigns across Skechers’ key footwear and apparel lines, from lifestyle staples to performance gear. These selected product lines, according to Tan, reflect how the brand's ambassadors move through their everyday routines from long days on set and travel, to training and downtime. "Rather than isolating lifestyle or performance categories, the partnership brings both together to reflect how comfort, style, and functionality naturally coexist in real life,” Tan said.

From screens to fans

Fan engagement sits at the heart of the partnership, with exclusive content tied to the stars online and offline. In addition, the content is intentionally designed to feel accessible and relatable, rather than just purely aspirational, explained Tan. This includes original digital and social content, campaign visuals, and videos that showcase the ambassadors in their natural environments and highlight how Skechers fits seamlessly into their everyday lives. 

Furthermore, the brand will support DK, Seungkwan and Dino at their upcoming concerts in Singapore and Thailand, along with exclusive giveaways ahead of the shows. While the collaboration is still in its early days, Tan teased more exciting initiatives with the ambassadors that will be announced progressively. 

"Through both online and offline experiences, Skechers aims to deepen fan engagement and bring the brand closer to consumers," said Tan. 

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