Sports Connection, the Danish distributor of Skechers, which took over the distribution of the brand in Sweden from Sportmarket in 2006, has created a Performance Division for the brand in Sweden, with a dedicated sales force for technical running and fitness. An intensive Skechers Performance marketing campaign will be running in all the four Nordic countries for the spring/summer season. Sports Performance represents less than 20 percent of sales for Skechers in Europe (more about this company in Shoe Intelligence), according to company officials, but the brand is gaining increasing shelf space at big retail accounts such as Décathlon, Go Sport, Sports Direct and Hervis.

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