Skechers taps Sofía Vergara as global brand ambassador

Skechers has tapped actress, entrepreneur, and fashion icon Sofía Vergara as its newest global brand ambassador, signalling a high-profile push into the intersection of style and comfort.

According to the brand, the actress' connection with Skechers began unexpectedly. Following knee surgery, Vergara sought out supportive yet stylish footwear and discovered Skechers in a mall, buying multiple pairs before learning her team had already been in talks with the brand.

Skechers has rolled out a 30-second campaign video starring Vergara. The spot opens with her struggling to find shoes that fit her needs, before declaring that Skechers’ 'Hands-free slip-ins glide-step' have made all other shoes obsolete.

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In a cheeky twist, she begins tossing other footwear off her balcony into a pool, bewildering a pool attendant. The video highlights the comfort and ease of the Skechers product before closing with more shoes taking the plunge.

As the face of the global campaign, Vergara will spotlight the brand’s signature blend of versatility, comfort, and fashion. With over 50 million social followers and recognition from Hollywood to Barranquilla, she brings star power that aligns with Skechers’ legacy of partnering with widely loved figures.

“Vergara embodies everything Skechers stands for – bold, confident, and committed to comfort without compromise. She brings a fresh energy to our brand, and her passion for great design will shine through in everything we do together," said Michael Greenberg, president of Skechers.

In tandem, Vergara said, "I don’t do anything unless I believe in it – and I truly believe in Skechers. I’ve been wearing Skechers for over a year now, and they’ve completely changed how I think about sneakers. They’re not just comfortable – they’re chic, stylish, and easy to wear with everything in my closet. That’s what made this partnership feel so natural.”

The collaboration builds on Skechers’ recent regional ambassador strategy. In August, the brand named Hong Kong actor Tony Leung as its new Asia Pacific ambassador, highlighting its Slip-ins stand-up wear technology series.

Skechers said the partnership reflects its core value of comfort, merging Leung’s life philosophy with the brand’s laid-back style to “explore a comfortable life from our original intentions”. Leung noted, “Life is about moving closer and farther, stopping and going; every place has the comfort I seek,” echoing Skechers’ ethos of balance and a relaxed lifestyle.

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