Skechers has been around for over two decades and in the beginning, they were the must-have shoe. Britney Spears and Christina Aguilera were the faces of Skechers back in the day, making them THE shoe of the ’90s. Chunky and colourful yet for some reason, Brit and Xtina made them sexy.
Fast-forward several years, past the Shape-Ups and the GOwalks and all the kicks with memory foam insoles and, well, let’s call a spade a spade here: the sexiness is gone. Even with celebs like Kim Kardashian, Demi Lovato, Ashlee Simpson and Carrie Underwood shilling for the company, they still haven’t managed to bring sexy back.
So, it seems Skechers has a new Relaxed Fit Footwear campaign and they are taking aim at an older audience. And considering that’s who is buying their shoes now, we think it’s a good move on their part. Enter Ringo Starr.
The singer/drummer, whom you may know from a little band called The Beatles, is the latest star to be featured in the series. He’s the first musician to be featured in its commercials, joining retired NFL quarterbacks Joe Montana and Joe Namath, as well as the NBA’s Dallas Mavericks owner Mark Cuban. Britney who?
“Ringo possesses the charm, cool charisma and instant global recognition that will elevate awareness for our popular Relaxed Fit footwear collection,” reads a Skechers press release. “Ringo is not only a music icon, but also a style icon and is the perfect ambassador to illustrate how our footwear helps keep you relaxed in any situation.”
Ringo’s ads, which will appear next spring, are a step in the right direction, right? A first in a while for the company, which has been plagued by bad press in recent years. Their Shape-Ups promised to “promote weight loss, tone muscles, improve posture, and reduce stress on knees and ankles” but the Federal Trade Commission claimed that Skechers’ pants were on fire regarding the benefits. And Skechers’ BOBS were basically identical to TOMS, even giving back to charity. All for a good cause, sure, but at an embarrassing price.
Nevertheless, Ringo — who was named Humanitarian of the Year at this year’s GQ Men Of The Year awards — is the perfect pitchman for Skechers as it seems the company is finally acknowledging that consumers aren’t all in their 20s. Ringo is cool, stylish, has a ton of energy and charisma. We think he’s a great choice to rep Skechers; not only can he help bring the brand back to what it once was but perhaps elevate it into so much more. Rock on, Skechers.