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Skechers, The Comfort Technology Company™ and a global leader in lifestyle and performance footwear, is proud to announce Park Seo Jun as its Regional Brand Ambassador for Singapore, Hong Kong, Macau, Malaysia, Thailand, and Vietnam. In his newly-appointed role, the well-acclaimed South Korean actor will front the 2021/22 campaigns of six key growth markets for Skechers. Park Seo Jun’s first official appearance will be in the key campaign for Skechers D’Lites 4.0 collection, one of the brand’s best-selling unisex styles since its debut in 2007, as well as Stamina Airy, a lightweight, super comfortable sneaker range with Air-Cooled Memory Foam insole.
Holding high regard to the appointment, Park Seo Jun said, “I feel very honoured and happy to be the new Skechers Regional Brand Ambassador. Shoes are important for people like me, who are always on the move. I strongly recommend Skechers, which is not only stylish, but also really comfortable to wear! I can’t wait to share my favourite Skechers looks with everyone and hope all of you will like them too!”
Park Seo Jun made his debut in the South Korean entertainment industry in 2011 when he appeared in the music clip of Bang Yong-guk’s single titled ‘I Remember’. Some of his best-known works, to date, are for his roles in television series, such as Kill Me, Heal Me (2015), What’s Wrong with Secretary Kim (2018), Itaewon Class (2020) and Record of Youth (2020), among others.
Over the last decade, Park Seo Jun has demonstrated incredible acting range and determination to continually embrace challenges and improve on his craft, which have landed him in high-profile roles of dramas and movies, including the highly-anticipated American superhero film, ‘The Marvels’. Combined with boyish good looks and innate charisma, his immense popularity has transcended language, age and geographical boundaries.
In addition to being an all-rounded “Hoon-Nam” (or charming and kind-hearted person) with strong work ethics,Park Seo Jun’s clean-cut, down-to-earth and versatile personal style aligns with Skechers’ long-standing brand equity of offering ultimate comfort with style. From sporty shoes that perfectly fit into his always on-the-move schedule and fitness regime to casual sandals for fuss-free days and special collaboration collections that add an extra charm to his personality, Skechers brings out the many facets of Park Seo Jun and helps him explore the different pursuits that life brings, in comfort and style.
“With the shorter and fragmented attention span of consumers today, it is important that a brand ambassador, besides having a positive, well-liked image, is a role model who is multi-dimensional, driven and inspiring so as to empower our consumers to do more, be more and live more. With the need to connect with Skechers’ consumers across six different markets, having an ambassador with broad appeal is paramount. Park Seo Jun certainly ticks all the boxes for us,” said Mr Cedrick Tan, Skechers Senior Vice President – Greater China & Southeast Asia / Regional Head Hong Kong.
“We are very excited about this regional partnership with Park Seo Jun as it is a good opportunity to not only showcase the versatility, comfort and style of Skechers footwear and apparel through his personality and lifestyle, but to also inspire our consumers to find their comfort zones and redefine their style with Skechers. We also want to expand our brand presence as one of the leading athleisure brands in the region,” added Mr Tan.
Past Skechers brand ambassadors from South Korea include boyband EXO, the now-disbanded girl group SISTAR and rapper Zico; as well as Bruneian actor and singer, Wu Zun, to name a few.
Find Your New Comfort Zone With Skechers, starring Park Seo Jun
The first video campaign, starring Park Seo Jun as the new Skechers Regional Brand Ambassador, is titled ‘Find Your New Comfort Zone with Skechers’. It shows Park Seo Jun breaking out from the monotony with the aim to inspire consumers to embrace life’s fluidity and venture into new possibilities as they come – all while dressing in style and comfort.
The fast-paced, energetic video opens with a dapper-looking Park Seo Jun in an executive suit, interacting with a black and white anamorphic environment and pushing the boundaries with his style wearing the latest in the best-selling footwear series – Skechers D’Lites 4.0.
As the scene changes between the black and white and colourful backgrounds, Park Seo Jun displays swift agility, power and strength as he jumps effortlessly to a perfect landing in a pair of sporty Stamina Airy sneakers and wearing an athletic Skechers sweatshirt combi. As he moves along and negotiates the graphic shapes, he switches back into his black and white ensemble with a zoom-in on the bold D’Lites 4.0 sneakers on his feet as a closing frame.
This campaign will launch across the six markets soon on various media and marketing platforms, namely television, print, online, social media, as well as in-store and outdoor advertising.
ABOUT SKECHERS USA, INC.
Based in Manhattan Beach, California, Skechers (NYSE:SKX) designs, develops and markets a diverse range of lifestyle and performance footwear, apparel and accessories for men, women and children. The Company’s collections are available in the United States and over 170 countries and territories via department and specialty stores, and direct to consumers through 3,891 Company and third-party-owned retail stores and e-commerce websites. The Company manages its international business through a network of global distributors, joint venture partners in Asia, Israel and Mexico, and wholly-owned subsidiaries in Canada, Japan, India, Europe and Latin America.
ABOUT SKECHERS MALAYSIA SDN BHD
SKECHERS MALAYSIA SDN BHD is a joint venture with SKECHERS USA, INC since 2009. The company markets a diverse range of footwear and apparel for men, women and children under the SKECHERS name. SKECHERS MALAYSIA SDN BHD currently has several stores across the country, including, 1 superstore, 65 concept stores, 30 city outlets, 12 outlets, 2 lifestyle stores and 1 kids store. For more information, please visit www.SKECHERS.com.my and follow us on Facebook (Facebook.com/SKECHERS) and Instagram (@skechersmalaysia).
This announcement contains forward-looking statements that are made pursuant to the safe harbor provisions of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. These forward-looking statements may include, without limitation, Skechers’ future domestic and international growth, financial results and operations including expected net sales and earnings, its development of new products, future demand for its products, its planned domestic and international expansion, opening of new stores and additional expenditures, and advertising and marketing initiatives. Forward-looking statements can be identified by the use of forward-looking language such as “believe,” “anticipate,” “expect,” “estimate,” “intend,” “plan,” “project,” “will be,” “will continue,” “will result,” “could,” “may,” “might,” or any variations of such words with similar meanings. Any such statements are subject to risks and uncertainties that could cause actual results to differ materially from those projected in forward-looking statements. Factors that might cause or contribute to such differences include the disruption of business and operations due to the COVID-19 pandemic; international economic, political and market conditions including the challenging consumer retail markets in the United States; sustaining, managing and forecasting costs and proper inventory levels; losing any significant customers; decreased demand by industry retailers and cancellation of order commitments due to the lack of popularity of particular designs and/or categories of products; maintaining brand image and intense competition among sellers of footwear for consumers, especially in the highly competitive performance footwear market; anticipating, identifying, interpreting or forecasting changes in fashion trends, consumer demand for the products and the various market factors described above; sales levels during the spring, back-to-school and holiday selling seasons; and other factors referenced or incorporated by reference in Skechers’ annual report on Form 10-K for the year ended December 31, 2020 and its quarterly report on Form 10-Q for the three months ended June 30, 2021. More specifically, the COVID-19 pandemic has had and is currently having a significant impact on Skechers’ business, financial conditions, cash flow and results of operations. Forward-looking statements with respect to the COVID-19 pandemic include, without limitation, Skechers’ plans in response to this pandemic. At this time, there is significant uncertainty about the COVID-19 pandemic, including without limitation, (i) the duration and extent of the impact of the pandemic, (ii) governmental responses to the pandemic, including how such responses could impact Skechers’ business and operations, as well as the operations of its factories and other business partners, (iii) the effectiveness of Skechers’ actions taken in response to these risks, and (iv) Skechers’ ability to effectively and timely adjust its plans in response to the rapidly changing retail and economic environment. Taking these and other risk factors associated with the COVID-19 pandemic into consideration, the dynamic nature of these circumstances means that what is stated in this press release could change at any time, and as a result, actual results could differ materially from those contemplated by such forward-looking statements. The risks included here are not exhaustive. Skechers operates in a very competitive and rapidly changing environment. New risks emerge from time to time and we cannot predict all such risk factors, nor can we assess the impact of all such risk factors on our business or the extent to which any factor, or combination of factors, may cause actual results to differ materially from those contained in any forward-looking statements. Given these risks and uncertainties, you should not place undue reliance on forward-looking statements as a prediction of actual results. Moreover, reported results should not be considered an indication of future performance.
