Skechers has firmly established itself as a major player in the sportswear and lifestyle footwear market, expanding aggressively into performance sports in recent years. In 2025, the brand’s roster of sponsored athletes spans multiple disciplines including basketball, soccer, golf, running, and emerging sports like pickleball. This strategic push into athlete endorsements reflects Skechers’ ambition to evolve beyond its comfort-first image and position itself as a serious contender in the global sportswear arena.
Basketball Ambassadors
Skechers made a significant splash in basketball starting in 2024 and has continued to build momentum in 2025. The brand’s NBA athlete lineup includes:
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Joel Embiid (Philadelphia 76ers): The reigning MVP and one of the league’s most dominant centers, Embiid has been a cornerstone of Skechers’ basketball marketing. In early 2025, Skechers celebrated Embiid’s Olympic gold medal with a special “Gold Sneakers” edition, symbolizing his status as a global sports icon.
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Julius Randle (Minnesota Timberwolves): Known for his versatility and leadership, Randle has been a key figure in promoting the SKX REIGN sneaker line, which debuted with several new colorways in 2025.
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Terance Mann (Los Angeles Clippers): Mann’s dynamic playstyle and rising star power complement Skechers’ efforts to capture younger basketball audiences.
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Rickea Jackson (Los Angeles Sparks): The promising WNBA rookie signed last year, Jackson represents Skechers’ commitment to women’s basketball and growing its presence in the league.
These athletes have helped Skechers gain credibility on the hardwood, with the brand’s basketball shoes featuring innovative technologies such as Hyper Burst cores and Goodyear Performance outsoles for traction and responsiveness.
Soccer Stars
Skechers has made bold moves in soccer, signing some of the sport’s top talents:
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Harry Kane (England National Team & Bayern Munich): In 2023, Kane inked a lifetime deal with Skechers, becoming the first professional soccer player to compete in Skechers boots. His partnership has been pivotal in Skechers’ global soccer ambitions.
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Mohammed Kudus, Oleksandr Zinchenko, and Anthony Elanga: These Premier League stars have followed Kane, donning Skechers boots in league play and international competitions.
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Mohun Bagan Super Giant: Skechers became the official kit sponsor of this storied Indian football club in 2024, further expanding its soccer footprint.
Golf and Running
Skechers Performance continues to invest in golf and running athletes who embody the brand’s focus on comfort and innovation:
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Brooke Henderson: The Canadian professional golfer has been a long-time Skechers ambassador, showcasing the brand’s golf footwear technology on the LPGA Tour.
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Matt Fitzpatrick: Another elite golfer endorsing Skechers, Fitzpatrick’s success on the PGA Tour helps elevate the brand’s visibility in golf.
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Meb Keflezighi: The legendary distance runner has been associated with Skechers Performance since 2017, lending credibility to the brand’s running shoe lineup.
Emerging Sports and Other Endorsements
Skechers has also embraced emerging sports like pickleball, sponsoring top players and supporting nationally televised tournaments in the U.S. This diversification aligns with Skechers’ goal of becoming a comprehensive sportswear brand.
Beyond traditional sports, Skechers collaborates with cultural icons such as Snoop Dogg and Martha Stewart, blending lifestyle and performance marketing. The brand’s partnerships with artists like Vexx and James Goldcrown further highlight its creative approach.
Brand Growth and Strategy
Skechers’ aggressive athlete endorsement strategy is paying dividends. The company posted record quarterly sales of $2.35 billion recently, a 15.9% increase year-over-year. Its share price has doubled since late 2023, reflecting investor confidence. Skechers aims to reach $10 billion in annual sales by 2026, with athlete sponsorships playing a central role in brand expansion.
Summary
In 2025, Skechers’ sponsored athlete roster includes:
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NBA: Joel Embiid, Julius Randle, Terance Mann, Rickea Jackson
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Soccer: Harry Kane, Mohammed Kudus, Oleksandr Zinchenko, Anthony Elanga
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Golf: Brooke Henderson, Matt Fitzpatrick
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Running: Meb Keflezighi
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Emerging Sports: Top pickleball players
This diverse lineup underscores Skechers’ evolution from a lifestyle brand to a serious contender in performance sports, driven by innovation, strategic partnerships, and a commitment to athlete excellence.
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