Skechers hopes music fans want some sneaker satisfaction, unveiling its new limited-edition collection of men’s and women’s shoes with the lips-and-tongue logo. This is just the latest example of how well the brand knows its achy-feet demographic. Recent marketing efforts have included Martha Stewart, Snoop Dogg and Tony Romo.
In the past, the company has teamed up with musicians like Ringo Starr, Britney Spears and Christina Aguilera. (Doja Cat, still in her 20s, is something of a spokesperson outlier.)
The launch also indicates that the Stones, formed in 1962, want to make a little more bank on their legacy. Keurig just introduced a limited-edition "Start Me Up" ice coffee kit branded with the Stones' iconic logo.
"For six decades, the Stones have endured like no other—rebelling, conquering and being listened to by billions," says Michael Greenberg, president of Skechers, in its announcement. "Nearly every adult on this planet knows their iconic logo," so "Skechers x The Rolling Stones styles are the ultimate band merch.”
The collection sports plenty of Skechers' comfort technologies, with items priced between $80 and $90.
While many apparel and footwear companies are feeling the pinch of consumers looking to cut back on spending, Skechers continues to rock one of the industry's sturdiest alance sheets.
With many of its products aimed at the value segment of athletic and casual shoes, industry observers think the company is well positioned to win with consumers, no matter how the economy goes.
"We think Skechers would be more resilient in an economic downturn vs. peers, given the company's value proposition and the fact that its products are less discretionary," writes Gabriella Carbone, an analyst who follows the company for Deutsche Bank.
She believes the company has plenty of room to grow, including beefing up its already-strong D2C business and through its global infrastructure.