Through rebranding, Skechers can hope to bridge the gap between performance and style that has permeated their company since its inception. By expanding their business into the fashion-forward Generation Z segment, Skechers can begin to repair the image that their shoes have accumulated over the last few decades; shoes for athletes that sacrifice aesthetic and style for performance. Over the past few decades, Skechers has been known as an entry-level performance focused athletic brand.

While Skechers’ footwear technology that excels in comfort and athletic performance is celebrated, the style, or lack thereof, has damaged the brand’s reputation among younger consumers. Brands like Nike and Adidas proved long ago that style and performance do not have to be disjointed; today, many of the older athletic footwear brands of the late 20th century have come back into fashion, with brands like Reebok and Asics. With Skeckers’ rebrand, a narrative of style and performance can arise.

A rebranding of Skechers would require a complete overhaul of their visual brand assets. Skechers’ “S” logo may be iconic to the brand, but a new logo and graphical style will signal to consumers Skechers’ newfound commitment to their rebranding. The new logo needs to be modern; able to resonate with younger consumer used to the flashy iconography that convey style and elegance. For Skechers new logo, we decided to reincorporate Skechers’ iconic “S”, but redesigned enough to be almost unrecognizable.

The logo features a hyper modern “S” that itself is mirrored over “Skechers Footwear” in a clean, modern, sans serif typeface. The elegance of the logo conveys Skechers’ modern approach to athletic performance, while also evoking echoes of vintage sneaker and streetwear brands from the 90s and 2000s. The second, or ‘complete’ logo, features the brand’s name (sans Es), in a kind of geometric, fractured typeface.

This logo similarly conveys the image of a streetwear brand, and can be used for bigger promotional elements like shoeboxes, apparel, and promotion. The entire new asset package is wrought in a vibrant primary blue; a commonly found in promotional graphics, that conveys power, loyalty, and confidence.

To stimulate interaction with the younger generation of consumers, Skechers will need to align their new brand to what Generation Z is already familiar with when it comes to their favorite fashion brands. Social media is, of course, a massive element in the generation of brand equity. The new Skechers should think about redesigning their social media platforms around their new line of sneakers and apparel; hiring popular models and influencers, from both the realms of athletics and fashion.

Collaboration is a major element that is commonly found amongst popular fashion brands in tandem with more affordable streetwear or athletic apparel brands. Through collaborations, Skechers can directly connect to some of Generation Z’s favorite brands, allowing for easy entry into the younger market, and the minds of the consumer.