Skechers Sees Success as Nike Struggles: What’s the Secret?

Skechers has certainly carved out a significant place for itself in the footwear segment, cultivating dedicated and loyal customers based on the brand’s iconic comfort and relative affordability.

In fact, according to a recent report from The Wall Street Journal, Skechers is set to rake in $10 billion in revenue by 2026. That figure can be compared to $8 billion in 2023, up substantially from $1.8 billion about a decade ago.

One thing is clear: Skechers is on an upward trajectory, both in terms of its sales numbers and in terms of its broader cultural cache. When set against established brands with a serious “cool” factor like Nike, as the WSJ underscored, the brand’s recent successes are even more impressive.

Skechers Approaches Business the ‘Complete Opposite’ Way as Compared to Bigger Footwear Brands

Quoted by the WSJ, Skechers CFO John Vandemore spoke to the company’s approach of standing outside of the paradigm established by larger competitors.

“It’s almost the complete opposite of what the bigger brands do. We’re just a different player,” Vandemore said. “People try to pigeonhole us into the Nike model or the Adi model, and it just doesn’t work. It doesn’t mean that our model isn’t successful.”

While it may be true that Skechers has traditionally appealed to those seeking comfort and affordability over flash and social cache, that, too could be changing alongside the company’s ascent into popular culture.

The brand recently struck deals with NBA stars Joel Embiid and Julius Randle, while also reaching out to capture the attention of Gen Z shoppers by adding pickleball pros Tyson McGuffin and Catherine Parenteau to its endorsement roster.

And although Skechers may claim that it’s not altogether focused on being flashy, that’s certainly not the case if one looks at its flagship performance store that just opened in Edmonton, Alberta. Located in the sprawling West Edmonton Mall, the store features a multitude of physical displays in addition to a downsized basketball half-court and pickleball court.

As the WSJ detailed, Skechers has been making a movement into the performance footwear market as part of a broader initiative to address opportunities that brands like Nike may have been missing — and this latest flagship store in Canada is one further example of that gameplan.

Skechers Stock Ticks Upward as Nike Share Price Remains Stagnant

As Skechers’ financials have continued to improve over the course of the past few years, the same can’t be said for one of its largest competitors, Nike.

Per a recent Sherwood report, Nike is struggling to enact a successful turnaround endeavor under the guidance of CEO Elliott Hill. The company is allegedly struggling to move iconic models of its footwear lineup, including Air Force 1s and Dunks, while also facing heated competition from rising brands in the space (such as On Running and Hoka).

Nike’s share price has fallen by around 27% year-over-year, while Skechers has risen by around 24%. Whether these contrasting fortunes are the result of Skechers moving into territory formerly occupied by — then abandoned by — Nike is but one consideration of many.

During the pandemic, according to a separate WSJ report, Nike’s then-CEO John Donahoe pushed an aggressive exit from retail partnerships with outlets such as Foot Locker, Macy’s, and DSW in favor of adopting a digital DTC approach in tandem with retail sales from its own store — though last year it indicated a refocus back on wholesale in an effort to revive growth. Further, the company pivoted away from a multi-billion-dollar operation to develop footwear sold for less than $100. Both moves may have been grave errors, as the outlet pointed out.

In contrast, Skechers has continued to expand slowly while retaining the loyalty of its die-hard customers. The comments section attached to the WSJ report was filled with positive remarks and experiences from dozens upon dozens of readers, proving that the brand’s image is in no need of repair. Company COO David Weinberg spoke to how Skechers’ broad and lasting appeal had made it a particularly resilient business.

“Today, there’s no shoe, no category, no customer, no geography that is a make or break for us,” Weinberg said.