Skechers has become the second-largest footwear brand in the United States by units sold, the company said Aug. 26, pointing to broad demand across its comfort, lifestyle and performance lines as the driver.
Already in March a YouGov BrandIndex study of more than 32,600 US adults named Skechers the most-improved brand across the entire US fashion landscape and placed it second nationally in purchase consideration, trailing only Nike, with especially strong pull among women and older consumers.
In the US, the brand now operates more than 700 branded stores, including a flagship in Times Square and a performance-focused World of Sports location in Miami, alongside its web shop and wholesale partners.
Sport is doing increasing work for the brand’s visibility. Among the visibility moments, Harry Kane’s two-goal opening match in Skechers boots at the 2026 World Cup was already generating the kind of attention athlete partnerships are designed to produce. The company also cited Jackie Young’s third WNBA championship and its new league-wide WNBA partnership, along with major wins for Matt Fitzpatrick and Brooke Henderson, as evidence its athlete roster is building credibility beyond the comfort category it has long owned.
Beyond sport, Skechers has leaned on actress Sofía Vergara, who signed on as a brand ambassador in late 2025 and fronted the company’s 2026 Super Bowl campaign promoting its Hands Free Slip-ins line, to extend that same comfort message into mainstream celebrity marketing.
Skechers has built footwear “for people from all walks of life” over three decades, from work and school to elite competition, so President Michael Greenberg celebrated the achievement.
