Skechers sprints off with Park Seo Joon as regional brand ambassador

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Skechers has brought on board South Korean actor Park Seo Joon as its regional brand ambassador for Singapore, Malaysia, Thailand, Vietnam, Hong Kong and Macau, which are six key growth markets for the brand. He will front the 2021/22 campaigns in these markets, with his first official appearance being the key campaign for Skechers D'Lites 4.0 collection.

According to Skechers, Park is not only an all-rounded individual with strong work ethic, but his clean-cut, down-to-earth and versatile personal style aligns with the brand's long-standing brand equity of offering ultimate comfort with style.

Cedrick Tan, Skechers SVP - Greater China and Southeast Asia/regional head Hong Kong, explained that 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.

"With the need to connect with Skechers' consumers across six different markets, having an ambassador with broad appeal is paramount. Park certainly ticks all the boxes for us," Tan explained. In addition to having Park on board, Skechers also seeks to expand its brand presence as one of the leading athleisure brands in the region. Park is known for his roles in TV series such as Kill Me, Heal Me, What's Wrong with Secretary Kim, Itaewon Class, and Record of Youth. He will also be starring in the upcoming American superhero film The Marvels.

The first video campaign with Park titled "Find Your New Comfort Zone with Skechers" shows him breaking out from the monotony with the aim to inspire consumers to embrace life's fluidity and venture into new possibilities as they come.

The video opens with Park in an executive suit, interacting with a black and white anamorphic environment and pushing the boundaries with his style wearing the Skechers D'Lites 4.0. As the scene changes between the black and white and colourful backgrounds, Park displays agility, power and strength as he jumps effortlessly to a perfect landing in a pair of sporty Stamina Airy sneakers and wearing an athletic Skechers sweatshirt combination. As he moves along and negotiates the graphic shapes, he switches back into his black and white ensemble with a zoom-in on the bold D’Lites 4.0 sneakers on his feet as a closing frame.

This campaign will launch simultaneously across the six markets on 1st November 2021 on various media and marketing platforms, namely television, print, online, social media, as well as in-store and outdoor advertising. MARKETING-INTERACTIVE has reached out to Skechers for additional information.

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. The company also brought on board Lawrence Wong as its brand ambassador for Singapore last month.

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