One of the world’s most sought-after Californian footwear brands SKECHERS has recently endorsed the singer G.E.M. as the brand’s ambassador. Today, G.E.M. presented at the “SKECHERS X G.E.M. Rock U @ 18” press conference cum fashion show at the Olympian City, West Kowloon to celebrate the 18th anniversary of SKECHERS and showcased the upcoming F/W Collection including the fashionable footwear and the newly launched apparel collection, unrolling the young and vibrant style and image.
At the event, G.E.M. performed singing and rapping with MC, which excited great interest among the audiences. Besides, she also demonstrated the classic ‘Toestand’ pose of Michael Jackson and unveiled three major collections including Urban Street Fashion, Music Freak and Party Fun with a group of young models and kids in the fashion show. At finale, G.E.M. and SKECHERS management also took a funny seesaw to give away G.E.M.’s autographed limited edition tee to the audiences. Together, all participants enjoyed in a joyful and cozy ambiance.
When chit-chatting about shoes selection, G.E.M. expressed that comfort is the most important criteria, while she also considers styles, colors, trends and occasions. She added that she loves active fusion styled shoes because it is comfortable and easy to match, which brings convenience to her busy life.
Besides, SKECHERS management, including Mr. Michael Leung, President, SKECHERS Hong Kong & Southeast Asia Limited, Dr. Danny Lam, President of SKECHERS China Limited and Mr. Vincent Leung, Senior Vice President of SKECHERS Hong Kong Limited to officiate at the ceremony by dotting the “gem” onto the giant shoe, implying that SKECHERS will have a successful collaboration with G.E.M. and wishing the best for its business.
Mr. Michael Leung, President, SKECHERS Hong Kong & Southeast Asia Limited was asked about the impression of this vibrant and healthy celebrity ambassador and said, ‘The image of SKECHERS and G.E.M. is a perfect match, because G.E.M. stands for: “Get Everyone Moving” which is the meaning of SKECHERS . Also, SKECHERS is approaching 18th anniversary while G.E.M. is aged 18. Meanwhile, G.E.M. is very outstanding in singing, composing and studying, who is definitely a role model of the youths. We hope that we will have a successful collaboration in the future, just like her name meaning shining and glittering.’
About branding strategy of SKECHERS, Mr. Michael Leung indicated that in the past 18 years, it was proven that SKECHERS achieved a great success by employing global celebrities as the face of the brand. All are superstars and some impressive faces, such as Britney Spear, Ashley Simpson, Christina Aguilera. In 2008-2009, SKECHERS endorsed the ‘American Idol’ champion, David Cook as a global ambassador. In the last month in Shanghai, SKECHERS also signed a Singaporean singing and dancing twins BY2 as the ambassador in China. Today, SKECHERS officially announced G.E.M. as the ambassador in Hong Kong, Macau, Singapore, Malaysia and Thailand. All of them are vibrant, fashionable and possess unique characters of SKECHERS.
In the event, Mr. Michael Leung continued to share about something “New” about SKECHERS in the recent months. ‘We have newly launched “Shape-Ups” fitness footwear, which is very hot in the market. Also, we will launch G.E.M. Star sneaker, the SKECHERS X G.E.M. limited edition in October and the brand new men and women apparels as well as accessories in this season. About business development, SKECHERS opened several flagship concept stores in recent months, such as Huaihai Road Store in Shanghai, ION Orchard store in Singapore, Pavilion store in Kuala Lumpur and Venetian Macau store opening in December. For further expansion, SKECHERS is keen on exploring more new markets in Southeast Asia, including Vietnam, Myanmar, Nepal, Cambodia, Laos, Pakistan, Sri-Lanka and Bangladesh. More exciting news collections and markets are coming in the 2010 to celebrate SKECHERS 18th anniversary.
