In sneaker culture the “sneaker-heads” decide what’s cool. The “dad shoe” is in. But Skechers can’t seem to make the lists. So they decided to disrupt sneaker culture by answering the dad shoe with its coolest demographic— women.
Redefining Motha
The goal is to take mom from a noun to a kick ass verb. To “Motha” is to take action.
Print/Poster
OOH
In the wild
Social
Showing Webster and dictionaries everywhere exactly what and who “Motha” is. It’s inclusive and gives non- traditional moms a shout-out.
Brand partnership
Streetwear and sneaker culture go hand and hand. So KITH known for streetwear and unexpected collabs + ambassadors i.e Martin Scorsese is gonna partner with Skechers (this is cinema)!
Pop-up Event
Skechers x Kith deliver, giving customers the perfect opportunity to model their new kicks and get a bunch of content for TikTok & Instagram.
Merch
Did you really go to an event if you don’t have any souvenirs? We made super cool Motha merch totes and buttons to deck out said totes.
And we created a coffee table staple Motha-zine featuring visuals of all the different Motha archetypes.
Mothas Day
Skechers does a special social campaign with the hashtag #coolasmotha so people can brag about their moms and get posted on our official feed.
Earned Media
CW: Armmoni Allen-King