Two Decades Later, the Iconic Style Returns with a Commemorative
Release
In 1999, the growing footwear brand Skechers introduced the Skechers
Energy to the world. Featuring an outsole that was like nothing else on
the market, Skechers Energy quickly became the footwear brand’s iconic
style for women and men, selling more than 100 million pairs to date.
And now with the chunky sneaker trend back and hotter than ever, the
Skechers Energy is returning to commemorate 20 years as the true
original of this movement.
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Limited-edition Skechers Energy anniversary collection celebrates 20 years of the iconic style. (Photo: Business Wire)
The footwear brand will mark this historic Skechers Energy anniversary
by releasing three limited-edition anniversary styles that are a
callback to the Skechers “It’s the S” advertising campaign from the
original Energy era. These styles are just the start of the Skechers
Energy revival, with an expanded collection featuring updated colors
rolling out through the year.
“When we look back at the thousands of styles released over the 27 years
since we established Skechers, the Skechers Energy really stands out as
a look that helped define our brand just as we were hitting our stride,”
began Michael Greenberg, president of Skechers. “With Britney Spears as
the face of the Skechers Energy at launch, it became our first massive
global hit style and helped drive awareness for the Skechers brand
around the world. We love that the chunky design Skechers originated is
now all the rage in fashion footwear, driving massive excitement for our
Skechers D’Lites collection. This anniversary is a perfect opportunity
to re-introduce old and new Skechers fans to the style that started it
all.”
After pioneering the chunky sneaker look two decades ago with the
Skechers Energy for men and women, as well as the Skechers Stamina for
men, the style evolved and the Company introduced Skechers D’Lites—a
lighter version of its original style—in 2007. Though the collection has
always had a dedicated consumer base, sales accelerated across Asia over
the last two years after regional marketing included K-Pop groups. In
2017, the Company relaunched an even lighter update of Skechers D’Lites
in celebration of its ten-year anniversary and recently debuted the
modernized, even chunkier Skechers D’Lites 3.0 collection. Next on the
trend is a return of the Skechers Stamina—now for women as well.
The original Skechers Energy style 2250 and the limited edition
anniversary colorways are available at Skechers retail stores, www.skechers.com,
and select retail partners in the United States, as well as in many
global markets.
About Skechers U.S.A., Inc.
Based in Manhattan Beach, California, Skechers (NYSE:SKX) designs,
develops and markets a diverse range of lifestyle footwear for men,
women and children, as well as performance footwear for men and women.
Skechers footwear is available in the United States and over 170
countries and territories worldwide via department and specialty stores,
more than 3,060 Skechers Company-owned and third-party-owned retail
stores, and the Company’s e-commerce websites. The Company manages its
international business through a network of global distributors, joint
venture partners in Asia, Israel and Mexico, and wholly-owned
subsidiaries in Canada, Japan, India, and throughout Europe and Latin
America. For more information, please visit about.skechers.com and
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and Twitter.
This announcement contains forward-looking statements that are made
pursuant to the safe harbor provisions of the Private Securities
Litigation Reform Act of 1995. These forward-looking statements include,
without limitation, Skechers’ future domestic and international growth,
financial results and operations including expected net sales and
earnings, its development of new products, future demand for its
products, its planned domestic and international expansion, opening of
new stores and additional expenditures, and advertising and marketing
initiatives. Forward-looking statements can be identified by the use of
forward-looking language such as “believe,” “anticipate,” “expect,”
“estimate,” “intend,” “plan,” “project,” “will be,” “will continue,”
“will result,” “could,” “may,” “might,” or any variations of such words
with similar meanings. Any such statements are subject to risks and
uncertainties that could cause actual results to differ materially from
those projected in forward-looking statements. Factors that might cause
or contribute to such differences include international economic,
political and market conditions including the challenging consumer
retail markets in the United States; sustaining, managing and
forecasting costs and proper inventory levels; losing any significant
customers; decreased demand by industry retailers and cancellation of
order commitments due to the lack of popularity of particular designs
and/or categories of products; maintaining brand image and intense
competition among sellers of footwear for consumers, especially in the
highly competitive performance footwear market; anticipating,
identifying, interpreting or forecasting changes in fashion trends,
consumer demand for the products and the various market factors
described above; sales levels during the spring, back-to-school and
holiday selling seasons; and other factors referenced or incorporated by
reference in Skechers’ annual report on Form 10-K for the year ended
December 31, 2018 and its quarterly report on Form 10-Q for the three
months ended March 31, 2019. The risks included here are not exhaustive.
Skechers operates in a very competitive and rapidly changing
environment. New risks emerge from time to time and the companies cannot
predict all such risk factors, nor can the companies assess the impact
of all such risk factors on their respective businesses or the extent to
which any factor, or combination of factors, may cause actual results to
differ materially from those contained in any forward-looking
statements. Given these risks and uncertainties, you should not place
undue reliance on forward-looking statements as a prediction of actual
results. Moreover, reported results should not be considered an
indication of future performance.
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