Skechers is set to return to the Super Bowl this year with its campaign featuring iconic personality Mr. T, who brings his A-Game to the creative.
In a follow-up to his first Skechers commercial that premiered in 2023, the A-Team icon is back—this time in Skechers Hands-Free Slip-ins to illustrate how the convenient signature Skechers innovation makes it easier than ever to put the ‘t’ in pairs across the Company’s diverse product offering.
A surprise cameo serves as the voice of reason to challenge the misperception of how the brand spells its name. The spot will air nationally during the third quarter.
“With this Hands-Free Slip-ins technology, they make it so easy to put the ‘t’ in Skechers!” said Mr. T. “Just slip in and now ‘t’ is in the Big Game with Skechers too! I pity the fool who’s bending down and dealing with laces nonsense!” Watch below:
“Skechers has been around for more than thirty years and while there’s never been a ‘t’ in our name, some people keep making the same mistake,” added Michael Greenberg, president of Skechers. “While we’re not going to change the spelling of our name, there is something that we can do for fans of the brand just in time for the Big Game: we’re not putting any old ‘t’ in Skechers…we’re putting THE ‘T’…Mr. T! And with the convenience and comfort of Skechers Hands Free Slip-ins, we’re able to effortlessly put the ‘t’ in pairs for every need or activity.”
Created by Skechers’ in-house agency SKX Studios, the ad is scheduled to air in the game’s third quarter and is promoting the brand’s Hands-Free Slip-Ins shoes. Watch below:
The brand has a history of Super Bowl advertising, with 11 Super Bowl ads to its name, though some have been regional buys. Last year, the brand made a significant investment in a 60-second national spot titled “All Walks of Life,” featuring Snoop Dogg, Martha Stewart, and Romo.
The decision to bring back Mr. T for this year’s Super Bowl comes amid strong demand for Skechers’ “comfort technology products.” The company reported record annual sales of $8 billion in 2023, marking a 7.5% increase over 2022. Fourth-quarter sales also reached a record high, up 4.4% from the previous year to $1.96 billion, according to Skechers’ announcement last week.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
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