Dive Brief:
- Skechers is launching its first soccer cleats in the United Kingdom and Europe in September, the footwear company announced last week. The shoe is called the SKX_01, according to a press release.
- English soccer star Harry Kane has entered a long-term partnership with Skechers in connection with the launch. He will wear the cleats in upcoming matches and will appear in the company’s marketing campaigns.
- Skechers will launch the cleat in select Skechers retail stores and specialty soccer retailers in the U.K. and Europe, and it will also be available on a Skechers Football page on a few international websites. The retailer did not immediately respond to questions about whether the product will come to the U.S.
Dive Insight:
Skechers, which calls itself “the comfort technology company,” is looking to beef up its performance footwear credentials.
The retailer has long been known for its casual sneakers, but Skechers also offers shoes aimed at specific sports and outdoor activities. In the U.S., those include golf, hiking and running shoes, as well as more recent additions like pickleball. Skechers has invested deeply in pickleball, becoming the official footwear sponsor of major events like the U.S. Open Pickleball Championships and the English Open, and signing pickleball professionals as brand ambassadors.
With its entrance into soccer, Skechers is stepping into a competitive field that is led by sportswear giants Adidas and Nike. The soccer cleat is just the start, though, according to Skechers President Michael Greenberg.
“We’ve been developing Skechers Football boots for some time and as we perfected the design, we enlisted players to test them and offer feedback — including one of the best on the pitch, the great Harry Kane,” Greenberg said in a statement. “This first boot is just the beginning with more innovative Skechers Football boots featuring our signature comfort and performance technologies on the way.”
The shoe features a custom-designed last (a mold used to make footwear) meant to optimize fit and comfort, and the cleat is aimed at delivering better control of the soccer ball. Kane, who is captain of the England national team, said in a statement that the cleats were “unlike anything I’ve experienced before” and said he “wouldn’t back a brand or gear if I didn’t 100% believe in it.”
