Skechers PR Takes a Marathon View

2014-06-17 by Ronn Torossian

From a public relations perspective, it has been a busy 2014 so far for the shoemaker Skechers.  Recently, their logo was spotted all over Triple Crown candidate California Chrome but the impressive Public Relations run by Skechers began long before they put their logo on a high-priced horse.

Courtesy Skechers Facebook

Courtesy Skechers Facebook

The effort is calculated to help the company promote its new high-performance line – called GoRun. Consumers got one of their first high profile looks at the GoRun line on the feet of a genuine athletic superstar. Meb Keflezighi, a long distance runner, wore the brand during April’s Boston Marathon. He was not expected to win, and for the most part, Skechers was just hoping for a notice on the world stage …then, Meb went out and defied the odds with a strong win.

Truth be told, this was not the runner’s first win wearing Skechers, but it was certainly the most high profile. Businessweek is reporting that Keflezighi signed a longterm contract with Skechers back in 2011, a sponsorship deal that will keep him in those kicks at least through 2016.

This relatively long-term commitment to promoting their brand shows that Skechers is committed to making the transition into the crowded performance shoe market. They may have a long way to go to compete with the Jumpman in the NBA or with Reebok in soccer, but Skechers is not chasing those rainbows.

It is in targeting this underserved niche that may be the biggest win for Skechers. Sure, other shoe brands have strong presences in that market, but they have focused their efforts in other venues.

Competitive running is a wide open opportunity … at least it used to be.

About Ronn Torossian

Ronn Torossian is the Founder and CEO of 5W Public Relations. He is an experienced leader in the public relations industry with over 20 years of experience. Ronn Torossian has been named as Public Relations executive of the year by the American Business Awards, and has run countless award-winning Public Relations programs.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 250 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities