by Larry Eder
SKECHERS LA Marathon Video
The development of a running brand is a fascinating process.
SKECHERS developed into a performance sports brand over the past half decade, as they developed running and walking product. Their introduction to Meb Keflezighi, who joined the brand in 2011, just after he left his former brand, Nike, was watched with keen interest.
The product that came out of that relationship was what surprised. The GoRun product line has some pretty good shoes, shoes that Meb wore to not only his 2012 Olympic Trials win, but his fine 4th place in the London 2012 Olympics, and his fine victory at the 2014 Boston Marathon.
For me, the moment when I knew SKECHERS was serious was in January 2012, after Meb’s win at the Olympic Trials, he told me, ” I am not wearing orthotics anymore.” Knowing Meb’s delicate feet, I was flumoxed. I knew that SKECHERS had created something special for Meb, but could they do the same thing for the citizen runner?
They obviously have.
SKECHERS produces several thousand different types of shoes, and considers much of their business around the family shoe model. Their GOWALK product is some of the largest selling and most popular walking and fitness product in the world.
SKECHERS coming into walking had many naysayers, but they have not only persisted, but they have continued to develop and evolve their shoes, making believers out of some of the naysayers.
This weekend, we will see two of their top athletes, Meb Keflezighi and Kara Goucher, both bidding for Olympic teams. And on Sunday, we will see SKECHERS LA Marathon in all of its glory. This is the first major marathon that SKECHERS has sponsored.
The commercial is running geek, featuring Kara Goucher and Meb Keflezighi running past each other, with some of the LA flavor that many come to LA LA land to view. The commercial is about making a statement: SKECHERS has their LA Marathon, and come and enjoy it. There is not speeding rabbit, or horse with SKECHERS blanket, there are two of our most credible runners in American running culture, in SKECHERS, running the roads. Simple, direct, geek.
Just what a brand that wants retailers to see their geekness needed to do.
Major footwear brands sponsor races, and give back to the running community, which supports their brand’s relavance. SKECHERS is no different, supporting the brand with race and athlete sponsorships, and now, taking over the LA Marathon, a marathon which should be, with support, one of the major forces in marathoning around the world.
SKECHERS’ goals are ambitious, and their approach is unique to their brand. But, as the video shows, do not bet against them. SKECHERS has found a way to add a little of their own secret sauce to the sport of running, and running shoes with a little color and fun are part of their culture.
Watch for our coverage of the SKECHERS LA Marathon all weekend!
