Skechers has 5% of US market share, compared with 4.6% for Adidas, The Wall Street Journal reports, citing NPD Group. But thanks to some recent investments, They are now one of the hottest shoe companies in America.
Skechers "is the latest beneficiary of the so-called athleisure trend in retail, with shoppers snapping up sport-styled clothes and shoes regardless of whether they plan to work out in them," according to WSJ.
So how are they dominating? Through strong marketing and advertising to families. Skechers' most recent marketing campaign includes singer Demi Lovato.
Using pop stars grabs the attention of children and teens, but the company needs to be careful that its shoes don't become a fad that phases out over time.
I mean those shoes are really tragic Thank god here in Italy (and all over the world) Adidas keeps slaying like there's no tomorrow, everybody wears a pair of Stan Smith/Superstar
Thank god here in Italy (and all over the world) Adidas keeps slaying like there's no tomorrow, everybody wears a pair of Stan Smith/Superstar 
