Skechers spotlights movement and personal expression in SEVENTEEN-led campaign

Skechers has launched its “Moves with you” campaign featuring SEVENTEEN members DK, Seungkwan and Dino, combining footage of the K-pop stars in motion with a new collection incorporating their original drawings.

The campaign showcases the trio wearing Skechers footwear as they walk, run and dance, highlighting styles designed for everyday activities and personal hobbies. It also introduces apparel featuring illustrations inspired by the members’ interests, including puppy doodles, pizza and iced americanos.

The collection incorporates Skechers HOTSHOT footwear and customised shoelaces, adding personal touches from the members for the group’s fans, known as CARATs.

Don't miss: Creative agency AdONCE opens Singapore base, eyes cross-market growth

Independent creative agency AdONCE developed the campaign’s key visuals, television commercial (TVC) and short-form videos. The creative execution brings the members and their illustrations together, positioning their artwork alongside the products.

“We wanted the campaign materials to reflect the details that make each member distinct. Their original drawings and everyday interests gave us a natural way to bring DK, Seungkwan and Dino’s personalities into the collection, from the illustrations across the apparel to the customised shoelaces,” said Eileen Tan, regional marketing director at Skechers Southeast Asia.

Previously, Tan told MARKETING-INTERACTIVE that appointing multiple SEVENTEEN members allows the brand to tell a more relatable story around movement, comfort and self-expression. She said the approach reflects Asia Pacific’s group-driven fandom culture, with the members’ natural chemistry helping Skechers connect with fans through lifestyle, performance and everyday wear content, alongside online and offline experiences.

The campaign extends a regional partnership between Skechers and AdONCE that has spanned more than three years. The agency has previously worked on campaigns for the footwear brand featuring South Korean actor Cha Eun-woo and SEVENTEEN, with productions distributed across multiple Asian markets.

Founded in Indonesia in 2025, AdONCE is an independent creative agency with capabilities spanning creative, strategy and production. Its client portfolio includes Skechers, Scarlett, Nabati, Implora and Kanzler, with campaigns and productions across Indonesia, Southeast Asia and South Korea.

AdONCE recently expanded its presence into Singapore. The agency said it works with local creative, production, talent and market partners according to each client's needs. The expansion also extends its “Through the lens of women” platform beyond Indonesia.

Related articles:
Skechers gives Kuala Lumpur's street art scene a new canvas
Skechers taps Thai actor Apo Nattawin as APAC ambassador in expanded role
AdONCE repositions around women's perspectives to sharpen strategic focus