How Skechers is using celebrity collaborations to reach the African American market

Skechers has been striving to obtain a significant market share among the African American minority community in the United States. To appeal to this demographic, the brand, it would appear, has adopted a savvy strategy of collaborating with black celebrities. Seemingly by teaming up with popular figures, Skechers aims to attract new consumers and establish itself as a go-to brand for stylish footwear.

One of the recent celebrity collaborations featured Mr. T in an April 2023 ad campaign promoting the brand's sneakers. As a much-loved figure in the African American community, Mr. T was a natural choice to generate buzz and attention for Skechers. The campaign, it would appear, aimed to target African American consumers seeking fashionable and trendy footwear.

Similarly, Snoop Dogg, known for his impeccable sense of style, was a perfect fit for Skechers' 2023 Super Bowl ad. The campaign showcased Snoop Dogg sporting various sneakers for different occasions, and it may have appealed to African American consumers who are fans of his music and style.

From one perspective, the choice of Mr. T for the ad campaign was fitting, given that he was the only black member of "The A-Team" main cast, making him a minority. In this perspective, his representation of Skechers as a member of a minority race was an excellent choice, considering the brand's struggle to gain a foothold in the African American community. Additionally, some may argue that Mr. T's acceptance by the entire A-Team main cast, regardless of his race, suggests that Skechers, worn by a black American man, is acceptable and could be embraced by the entire US community.

While celebrity collaborations could be an effective strategy for Skechers to appeal to African American consumers, the brand may need to adopt a more comprehensive approach to win them over. This could include developing a diverse range of shoe styles that cater to this demographic, expanding its marketing efforts to specifically target African American consumers, and continuing to promote inclusivity and diversity in its advertising and marketing campaigns. By taking a multifaceted approach, Skechers can build brand loyalty among the African American community and increase its market share in this growing demographic.