COMFORT THAT PERFORMS
The (Re)Launch of Skechers Basketball
The Challenge
Skechers Basketball entered a category built on credibility without an established cultural presence in the sport.
To compete, the brand needed more than product awareness. It needed community buy-in from players, fans, and sneaker culture alike.
The Insight
In modern basketball culture, performance is personal. Fans don’t connect to specs — they connect to how athletes show up on and off the court. Credibility isn’t built through product placement.
It’s built through identity.
The Strategy
We shifted social storytelling from product-first to athlete-first — positioning Skechers as a brand that empowers expression within performance.
Developed a content ecosystem that:
Highlighted athletes as cultural participants
Leaned into short-form social behaviors
Captured moments of play, personality, and routine
Showed the product in motion, not isolation
The SIZZLE
Developed a phased social rollout designed to move audiences from intrigue → identity → adoption:
What Was Accomplished
Through organic social campaigns, athlete productions, and ongoing content management, we crafted a visual and verbal world that felt authentic to the culture — not corporate.
We Organically Grew…
went from 0 to 21.4k FOLLOWERS
top reel hit 1.4m views
won 2 telly awards
LAUNCHED FIRST WNBA PLAYER ON THE SKECHERS ROSTER
My Role
Led development of launch narrative and social rollout framework from athlete insight through execution. This often fluctuated from ACD, to AD, to on-set stylist, talent assist and overall hype woman for the team.
