Skechers Script May-June 2026

Slide 2 — Media Scan:

For our Media Scan, Skechers generated 26 media pickups, reaching a total potential audience of 9.76 million during the monitoring period.

Coverage was driven by four key stories: the Tuloy Foundation initiative, the continued visibility of the W.N.B.A partnership, the launch of the Skechers Aero Razor, and O.G Anunoby becoming the first N.B.A champion to win while wearing Skechers.

Overall, the brand maintained good media visibility through a balanced mix of C.S.R, product, and sports-related stories, helping reinforce both its community presence and growing sports credibility.

Slide 3 — Share of Voice:

Looking at Share of Voice, Nike continued to lead the category with 756 mentions, followed by uh-dee-das with 518, New Balance with 182, Puma with 171, and Skechers with 160 mentions.

While Skechers ranked fifth this period, conversations remained consistent around its strongest brand equity—comfort, walking, and all-day wear.

We also continued to see sports-related conversations from the N.B.A, W.N.B.A, and athlete partnerships, helping strengthen Skechers' presence beyond its traditional lifestyle positioning, although these generated a smaller share of conversation compared to competitors.

Nike

Maintained the #1 Share of Voice this period.

• Conversations were driven by the tribute jersey for late student-athlete Rene Baterbonia.

• Continued to benefit from buzz around Alex Eala's international achievements and Nike partnership.

Also saw strong engagement from lifestyle content, limited-edition releases, and everyday footwear discussions.

uh-dee-das

• Held on to the #2 spot.

- Conversations were largely centered on the Terrace lineup, especially the Samba, Spezial, and Gazelle.

- Continued to reinforce its sports positioning through marathon content and youth football initiatives.

New Balance

• Ranked third this period.

Discussions focused on lifestyle, fashion, and comfort-led recommendations.

The I.U collection boosted visibility.

Some negative mentions were observed around order cancellations and refund concerns.

Puma

• Placed fourth in Share of Voice.

- Buzz was driven by the Philippine Half Marathon Series.

- The SpeedCat line continued to gain popularity.

• Sport-led product launches tied to global running and hyroks also contributed to conversations.

Slide 4 — Sentiment Analysis:

Looking at sentiment, Skechers continued to generate predominantly positive conversations this period.

Consumers consistently associated the brand with comfort, particularly for walking, travel, and extended periods of standing, reinforcing its strongest brand equity.

Sports partnerships also continued to contribute positively, with ongoing visibility from the N.B.A Finals, O.G Anunoby, and the W.N.B.A partnership helping strengthen Skechers' sports positioning.

Looking at competitors, Nike's positive sentiment was largely driven by its emotional sports storytelling (Rene Baterbonia) and Alex Eala partnership, and maintained relevance through lifestyle and sneaker culture discussions, driven by outfit inspiration. Negative sentiment primarily stemmed from concerns over the authenticity of products purchased online.

While uh-dee-das maintained positive conversations through its Terrace lineup, marathon content, and youth football initiatives, Reinforcing its balance between lifestyle and performance. Negative sentiment remained relatively limited and was largely driven by general brand preference comparisons.

Overall, despite generating fewer mentions than competitors, Skechers continued to earn highly positive conversations, showing strong consumer advocacy around the brand.

Slide 6 — Summary & Analysis:

To summarize the reporting period, there are four key takeaways.

First, Skechers achieved stronger media visibility this month, reaching 9.76 million through 26 earned media pickups.

Second, the brand generated 160 mentions, with conversations continuing to reinforce its strongest equity around comfort while gradually building credibility in the sports space through athlete partnerships.

Third, New Balance outperformed Skechers in mention volume through multiple lifestyle, fashion, and campaign-driven conversations, highlighting the value of having multiple conversation drivers.

Lastly, despite ranking fifth in Share of Voice, Skechers posted the highest Net Positive Sentiment among the key competitors, reinforcing strong consumer advocacy driven by comfort, practicality, and everyday wear.

Recommendations:

Based on these findings, we have two recommendations.

First, continue leveraging positive consumer advocacy by featuring more authentic customer stories and comfort-focused content that encourage organic recommendations.

Second, maintain brand visibility between major global campaigns through locally relevant initiatives, such as community events, athlete features, and running-related content, to reinforce Skechers' growing sports and lifestyle positioning.

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