Skechers
ActiveOverview
Skechers U.S.A., Inc. is an American multinational footwear and apparel company founded in 1992, headquartered in Manhattan Beach, California, and recognized as the third largest footwear brand globally by sales.12 It designs, develops, and markets lifestyle and performance footwear, apparel, and accessories for men, women, and children, with over 5,300 company- and third-party-owned retail stores worldwide and operations in approximately 180 countries.14 The brand emphasizes comfort technologies such as Hands Free Slip-ins, Arch Fit, and Air-Cooled Memory Foam, alongside a broad product range including Skechers Sport, Go Walk, and GOwalk lines.12
History
Skechers was founded in 1992 by Robert Greenberg in Manhattan Beach, California, starting with men's street shoes and utility boots, with its first major product, the unisex 'Chrome Dome' boot, launched in 1993.12 The company expanded product lines including Skechers Kids in 1997 and Skechers Sport in 1998, went public on the New York Stock Exchange in 1999 under ticker SKX, and by 2024 achieved record annual sales of $8.97 billion.1 Key innovations include integration of Goodyear rubber since 2020 and patented technologies like Slip-ins, supporting growth to over 5,300 stores worldwide by 2025.124
Product Lines
| Product Line | Positioning | Price Range |
|---|---|---|
| Skechers Sport (athletic performance) | performance footwear for sports | $60 - $150 |
| GOwalk (walking shoes) | comfort-focused casual walkers | $50 - $100 |
| Slip-ins (hands-free entry) | easy on-off lifestyle shoes | $60 - $120 |
| D'Lites (chunky sneakers) | fashion-forward casual sneakers | $70 - $130 |
| GOrun (running shoes) | cushioned running footwear | $70 - $140 |
| GOgolf (golf shoes) | performance golf footwear | $80 - $150 |
Manufacturing
Skechers designs footwear at its corporate headquarters in Manhattan Beach, California, but manufacturing is outsourced primarily to third-party factories in Asia, including China and Vietnam.14 The company oversees global operations through over 70 regional offices and focuses on innovations like Goodyear rubber outsoles since 2020 for durability.12
Notable Products
- Chrome Dome boot - Unisex grunge-style boot launched in 1993 that captured early fashion trends.
- Hands Free Slip-ins - Patented slip-on technology for effortless entry, a key comfort innovation.
- GOwalk - Popular walking shoe line emphasizing cushioning and breathability.
- D'Lites - Iconic chunky sneaker known for retro lifestyle appeal.
- Arch Fit - Insole technology providing arch support and customizable comfort.
Reputation
Skechers is perceived by consumers as offering affordable, comfortable footwear with innovative technologies like memory foam and slip-ins, appealing to a broad demographic beyond athletes.12 Professionals note its strong market position as the third-largest footwear brand, with robust sales growth and global retail presence, though it faces patent litigations with competitors like Nike.1 Enthusiasts praise its value in lifestyle and casual categories but criticize it for lacking premium performance compared to brands like Nike or Adidas in high-end athletics.