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Skechers

Leonard Armato, President, Skechers Fitness Group

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Credit: Tony Pettinato

NEW YORK (AdAge.com) -- In most cases, being all things to all people is a recipe for disaster. In the case of Skechers, it's led to massive growth. In 2009, net sales were $1.4 billion. In 2010, the company is on track to grow sales by 30% to $2 billion, no easy feat for a mature company. A big part of that growth can be attributed to Shape-Ups and Twinkle Toes, lines of footwear that couldn't be more different. The former is the leading brand in the billion-dollar toning category, while the latter is a line of shoes and boots that light up and feature sequins and rhinestones.

Leonard Armato, president, Skechers Fitness Group, said the two brands have launched the company into "elite status," making it the country's No. 2 footwear brand, behind Nike.

Shape-Ups, conceived as a brand that would appeal to body-conscious women, is now a powerhouse controlling 56% of the market, said Matt Powell, an analyst with SportsOneSource. But thanks to a Super Bowl cameo, Skechers' first, the line has been gaining traction with men, Mr. Armato said. The line, launched only last year, has also expanded to include some 200 SKUs, with styles appropriate for walking, running, hiking and everyday wear.

Skechers doesn't break out sales for specific products, though Mr. Armato said the company has sold 20 million pairs of Shape-Ups. At an average of $110 a pair, that's a business even Nike could be jealous of.

Twinkle Toes, meanwhile, are all the rage with the pre-teen set. The flashy, brightly colored styles led to double-digit growth in the kids' business during the third quarter. Even McDonald's, which typically taps entertainment properties for its Happy Meals promotions, has recognized the success of Twinkle Toes, Mr. Armato said. The fast-food giant will be featuring Twinkle Toes sometime next year.

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