Performance Division Launch

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Package Design

We crafted a smart, stylish, and hugely successful rebrand of Skecher's athletic offshoot. 

In 2011, Skechers sought to enter the highly-competitive athletic footwear segment with a performance running shoe. Our strategic team saw opportunity in leveraging familiar automotive vernacular to reframe the existing "Skechers Fitness Group" to a more fashionable "Skechers Performance Division."

To accompany the new name, we crafted a suite of beautifully-designed marketing components, including distinctive new packaging, in-store posters, brochures, hang-tags, and advertising materials.

We introduced the GOrun shoe with the most memorable Super Bowl commercial of the year (per Nielsen): driving an avalanche of brand awareness, an immediate injection of performance legitimacy, and a refreshed identity that's sustained growth and success ever since.