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.
Click here to read the story at retaildive.com.
Discussion Questions:
- What is product endorsement?
- Why do you think businesses and brands want athletes and entertainers to endorse their products and services?
- Can you think of an example of a brand you like that is endorsed by an athlete or entertainer? What is it?
- Who is Harry Kane?
- Why would Skechers be interested in having Harry Kane endorse the brand?
- Why would Skechers be interested in the soccer market?
- Who might represent direct competition to Skechers in the soccer market?
- How might a relationship with Harry Kane help the brand to enter the market?
- What is market segmentation?
- What are the different ways a brand can segment a market?
- According to this story, Skechers only plans to release the new soccer cleats in the U.K. and Europe. What type of market segmentation might that be an example of?
- Why do you think the brand hasn’t announced plans to release the new cleats in the United States?
- What is positioning?
- How would you describe Skechers’ current brand positioning?
- What is repositioning?
- How might they be trying to reposition the brand with the introduction of soccer cleats and pickleball shoes?
- What is a press release?
- Skechers communicated information about the SKX_01 via press release. Why?
- What is sponsorship?
- Why would Skechers sponsor pickleball events like the U.S. Open Pickleball Championships and English Open, along with endorsement deals with pro pickleball players?
- Last week we shared a story about the most popular footwear brands. Can you remember which were the top three?
- Do you think Skechers could eventually become one of the top three most popular footwear brands? Why or why not?