Retail in Asia


Skechers appoints new Regional Brand Ambassador


Skechers, The Comfort Technology Company™ and a lifestyle and performance footwear company, appointed Park Seo Jun, the South Korean actor, as its new Regional Brand Ambassador for six key markets, namely Singapore, Hong Kong, Macau, Malaysia, Thailand and Vietnam, with immediate effect.

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In his newly-appointed role, the well-acclaimed South Korean actor will front the 2021/22 campaigns of six key growth markets for Skechers. Park Seo Jun’s first official appearance will be in the key campaign for Skechers D’Lites 4.0 collection, one of the brand’s best-selling styles since its debut in 2007, as well as Stamina Airy, a lightweight, super comfortable sneaker range with Air-Cooled Memory Foam insole.

“I feel very honoured and happy to be the new Skechers Regional Brand Ambassador. Shoes are important for people like me, who are always on the move. I strongly recommend Skechers, which is not only stylish, but also really comfortable to wear! I can’t wait to share my favourite Skechers looks with everyone and hope all of you will like them too!” said Park Seo Jun.

Since his debut in the South Korean entertainment industry in 2011, Park Seo Jun has grown to be a versatile actor who demonstrates incredible acting range in several high-profile roles in television and movies. Known for his works in popular Korean dramas including What’s Wrong with Secretary Kim (2018), Itaewon Class (2020) and Record of Youth (2020), among others, Park Seo Jun is also set to appear in the latest high-anticipated film of the popular American superhero franchise, ‘The Marvels’.

“With the shorter and fragmented attention span of consumers today, it is important that a brand ambassador, besides having a positive, well-liked image, is a role model who is multi-dimensional, driven and inspiring so as to empower our consumers to do more, be more and live more. With the need to connect with Skechers’ consumers across six different markets, having an ambassador with broad appeal is paramount. Park Seo Jun certainly ticks all the boxes for us,” said Mr Cedrick Tan, Skechers Senior Vice President – Greater China & Southeast Asia / Regional Head Hong Kong.

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“We are very excited about this regional partnership with Park Seo Jun as it is a good opportunity to not only showcase the versatility, comfort and style of Skechers footwear and apparel through his personality and lifestyle, but to also inspire our consumers to find their comfort zones and redefine their style with Skechers. We also want to expand our brand presence as one of the leading athleisure brands in the region,” added Tan.

Past Skechers brand ambassadors from South Korea include boyband EXO, the now- disbanded girl group SISTAR and rapper Zico; as well as Bruneian actor and singer, Wu Zun, to name a few.