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Scarecrow wins creative and digital duties for Skechers

American lifestyle and performance footwear company Skechers has assigned its creative duties to Scarecrow Communications. This was the result of a multi-agency pitch in July. The first leg of the campaign comprising a film and digital activation is already underway. 

Founded in 1992 and headquartered in California, Skechers is the second largest athletic footwear brand in the US. It’s available in 160 countries and retails through more 1,700 stores worldwide. Notable celebrities who have endorsed Skechers include golfer Colin Montgomerie, actress Kelly Brook and musician Ringo Starr. 

Commenting on the development, Soumen Das, Senior Manager Marketing, Skechers, said, “We are very thrilled to partner with Scarecrow Communications as our creative agency. The work done by them in the industry has been very promising, effective and innovative which gets an ever-expanding brand like ours super-excited. We believe their advertising knowledge will be of great advantage and we look forward to doing some incredible work with them.” 

On winning the account, Joybrato Dutta, Creative Director, Scarecrow Communications, said, “Skechers is an aspirational brand. The product is fantastic and the category is something my team and I would love to work on. Work has already begun and they are launching quite a few cool products. I am sure together we can create some memorable campaigns and take the brand to newer heights.” 

Raghu Bhat, Founder Director, Scarecrow Communications, remarked, “I was always intrigued by how Skechers overtook Adidas and become the No. 2 brand in America. I got part of the answer by trying the shoes – they are the most comfortable sneakers ever. Also, they ‘understood’ a basic truth – That millennials want to dress up like they work out, even if they don’t. Really looking forward to co-creating the India journey of a brand that knows its consumers so well.”

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