Walkathon is part of Skechers’ consumer engagement: Rahul Vira, CEO, South Asia

Athletic footwear and apparel brand Skechers flagged off registrations for the 3rd edition of the Skechers Mumbai Walkathon on Thursday with actor Kriti Sanon as the walkathon’s brand ambassador. 

The walkathon, which will be held at BKC in Mumbai on October 9, is part of the company’s focus to celebrate their popular Skechers Go Walk category, a range of footwear designed for walking.

Skechers was founded in 1992 by Robert Greenberg and his son Michael Greenberg in the US. The brand debuted in India a decade ago and its operating revenues range for the fiscal ending March 2020 was Rs 100 cr to Rs 500 cr, a Tofler report said. 

Rahul Vira, CEO, Skechers South Asia, spoke exclusively with exchange4media about their association with Kriti Sanon for marathon, USP of the brand, the company’s marketing strategy, and expansion plans. 

Objectives behind Walkathon

Vira said, “When we started off, there were no targets. We just wanted to promote walking as fun. Our first event was successful which gave us confidence for the future. Last edition, over 6,000 people participated. This time we are looking at more footfall.” 

He says the company is very thrilled to return with the third edition of the Walkathon as it marks Skechers’ first decade in India and a decade of the Skechers’ Go Walk category in the global market. 

“This year, together with Kriti Sanon, the Walkathon aims to bring the city together in a festive atmosphere whilst promoting fitness as a culture in Mumbai,” Vira tells with pride. 

Why Kriti Sanon?

Kriti Sanon is a fitness enthusiast, who loves walking, and is excited about the product. She loves the brand, hence she is the perfect fit for our walkathon, Vira explains. 

USP of Skechers

“Comfort! It makes a whole lot of difference between the competitors and us. We try to ensure that every shoe that we make is comfortable. Walking, running or trekking, every activity of the consumer must be comfortable. If it is comfortable, you would be happy using it. Every consumer wants comfortable shoes,” Vira says. 

On decadal journey 

“Our growth journey in India has been very exciting so far. The country is a significant market for us. The kind of growth we have seen here is very important for our global growth,” Vira tells. 

He further explains, “The last two years, which were impacted by Covid-19 pandemic, have been quite challenging for everyone. However, due to the pandemic, health became a priority for most Indians. Our product line is witnessing good growth now as more and more people are now going for walks, trekking and holidays. We have launched apparel and caps recently. Lot of innovation is currently going on to launch new categories.” 

He skips the questions on the revenue and decadal growth rate with a deep smile. 

Marketing strategy & media mix

The company operates through departmental and specialty stores, and direct to consumers through digital stores. The products are available on popular e-commerce sites as well. 

“Skechers has no specific marketing strategy,” the CEO insists, adding, “We just listen to our business partners and tap the needs of the consumers. Skechers is involved in a lot of activities among communities.”

According to Vira, Skechers has set-up “Go run clubs” across many cities including Mumbai and Delhi which conducts multiple fitness activities depending on products and consumers. 

Skechers chooses media platforms based on the products and categories. 

Vira says, “We are very flexible in that terms. For instance, to promote a young fashion product, we will run digital campaigns. Now since the pandemic has declined, people are vaccinated and going out, it gives us an opportunity to engage with consumers through activities like Walkathon.”

On Inflation

Soon after the decline of the Covid-19 pandemic, inflation emerged as the biggest disruptor for businesses in India and globally since the start of this financial year. FMCG companies and others were forced to hike prices to sustain. Footwear prices also grew 6.6% in March, year over year, according to data from the Footwear Distributors and Retailers of America (FDRA). 

So, how is Skechers' dealing with inflation? “Inflation is a global phenomenon which has impacted everybody and Skechers, just like other manufacturers, is dealing with it in its own way,” Vira says in a guarded response. 

On biggest competitor 

Athletic footwear, also called sneakers, can be found anywhere from boardrooms to fashion runways, and several companies are making billions feeding the sneaker frenzy. 

Who does he think of as Skechers’ biggest rival and how does he plan to win the race? Vira quips, “We don’t look at it as rivalry or competition. We are just focussing on what consumers want and how we can address their needs.”