Skechers is the world's 3rd largest sports brand, ahead of the likes of New Balance and Under Armor, right after Nike and Adidas.

With their target demographic primarily being the older generations, and those who are only concerned about the comfort and, along with the vast volume of attire that they have produced over the decades, I believe that their core value of comfort technology has been lost.

Due to such reasons, Skechers has been an outsider to the sneaker and streetwear culture, and failed to capture the imagination of Gen Z.

I believe that their visual identity requires a refresh which explores this core contrast of comfort and technology which is at the heart of the Skechers brand.