Skechers Targets Athletes with Interactive Store Concept Featuring Pickleball and Basketball Courts
Skechers is testing out a new retail concept aimed at attracting athletes.
The footwear brand has opened its first-ever Skechers Performance store at West Edmonton Mall in Canada. Skechers described the new 7,500-sq.-ft. store in a press release as an “immersive destination” with half-size pickleball and basketball courts where consumers can try out the brand’s products.
In addition to dedicated areas for Skechers pickleball and basketball, the company said that consumers will also be able to experience the brand’s extensive offering for golf, soccer, running, training, walking, trail and hiking. Surrounded by state-of-the-art digital LED screens, the store also features the largest sales floor among Skechers concept stores worldwide, the company added.
Michael Greenberg, president of Skechers, said in a statement that the new store offers consumers the brand’s “largest-ever” offering of performance footwear, apparel and accessories.
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“With the world’s elite pros wearing our shoes from the court to the pitch, mound and green, our retail stores’ innovative performance products have become a magnet for athletes who want game-changing product with essential comfort — and the time has come to launch a new play,” Greenberg said.
David Beecroft, country manager of Skechers Canada, noted that Edmonton’s vibrant sports culture and passion for hosting year-round athletic events make it the “perfect home” for Skechers’ first performance destination.
Beecroft, who teamed up with NHL legend and media personality Paul Bissonnette to open the new store, added, “Paul’s an avid sports fan—and his presence at our opening event has attracted his fans and fellow enthusiasts, who are excited to see how much we’re investing in the performance space and how much our product can elevate their game.”
This opening comes just months after chief operating officer David Weinberg told analysts on the company’s third quarter earnings call in October that Skechers sees a “significant opportunity” to build on its existing performance business, which includes technical running, golf and pickleball footwear with the addition of new categories that will attract a broader audience.
The company’s COO added that raising awareness and creating purchase intent for its lifestyle and performance technologies has been an “integral part” of Skechers’ growth.
In the third quarter, the company reported sales of $2.35 billion, a 15.9 percent increase from $2 billion in the same period last year. Net earnings were $193.2 million and diluted earnings per share were $1.26, compared with prior-year net earnings of $145.4 million and diluted earnings per share of 93 cents.
