Skechers is aiming its Super Bowl spending at its newest Slip-In line, with rapper Snoop Dogg demonstrating how they look and feel -- on the football field and in the Oval Office.
He’s not alone, though. Skechers has recruited some of the brand’s biggest celebrity endorsers to set him up in the 30-second spot, including football greats Tony Romo and Howie Long. And Martha Stewart, Snoop’s perennial sidekick, has the last word.
Claiming that the Slip-Ins work for “all walks of life,” he wears the shoes as he delivers newspapers, grooms a stylish poodle, coaches peewee football and owns the Oval Office.
The Los Angeles-based company says Snoop himself came up with the concept, and Skechers created the spot with its in-house agency.
Skechers has been a constant Super Bowl advertiser, and its ads have often been ranked as the most memorable. Those include its first in 2010, starring Joe Montana, and its unforgettable (well, to dog lovers) Mr. Quiggly, a French bulldog who famously upstaged Mark Cuban.
Last year’s entry starred Willie Nelson.
This year's 30-second spot, set to air in the fourth quarter, will reportedly cost Skechers $7 million. Its latest financial results, announced last week, show it can afford the pricey media buy.
The company’s revenue hit a fourth-quarter record, climbing 14% to $1.88 billion. Its direct-to-consumer sales climbed by 11%, and wholesale revenues rose by 16%.
Sales for the full year reached $7.4 billion, also a record. And the company says it is still intent on topping $10 billion in sales by 2026.
The company plans to drive that growth with more celebrities. “We are committed to our marketing strategy,” said Robert Greenberg, Skechers’ chief executive officer, in the company’s announcement. “And we will be revealing even more surprising star power in 2023, which we expect will enable us to reach a more diverse audience.”