Competitive Edge - Sports & Entertainment Marketing News

Skechers signs Harry Kane, plans soccer debut


Skechers is launching its first soccer cleats in the United Kingdom and Europe in September, the footwear company announced last week. The shoe is called the SKX_01, according to a press release.

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Discussion Questions:

  1. What is product endorsement?
  2. Why do you think businesses and brands want athletes and entertainers to endorse their products and services?
  3. Can you think of an example of a brand you like that is endorsed by an athlete or entertainer? What is it?
  4. Who is Harry Kane?
  5. Why would Skechers be interested in having Harry Kane endorse the brand?
  6. Why would Skechers be interested in the soccer market?
  7. Who might represent direct competition to Skechers in the soccer market?
  8. How might a relationship with Harry Kane help the brand to enter the market?
  9. What is market segmentation?
  10. What are the different ways a brand can segment a market?
  11. According to this story, Skechers only plans to release the new soccer cleats in the U.K. and Europe. What type of market segmentation might that be an example of?
  12. Why do you think the brand hasn’t announced plans to release the new cleats in the United States?
  13. What is positioning?
  14. How would you describe Skechers’ current brand positioning?
  15. What is repositioning?
  16. How might they be trying to reposition the brand with the introduction of soccer cleats and pickleball shoes?
  17. What is a press release?
  18. Skechers communicated information about the SKX_01 via press release. Why?
  19. What is sponsorship?
  20. Why would Skechers sponsor pickleball events like the U.S. Open Pickleball Championships and English Open, along with endorsement deals with pro pickleball players?
  21. Last week we shared a story about the most popular footwear brands. Can you remember which were the top three?
  22. Do you think Skechers could eventually become one of the top three most popular footwear brands? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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