Skechers started with a single utility boot style in 1992 but has since transitioned into a lifestyle and performance footwear brand with an emphasis on comfort, style, and affordability. That seemingly minor switch has helped them become the globally recognized brand that they are today ā and the third-largest athletic footwear brand in the world. With a mix of powerful marketing and unique design, Skechersā footwear lineage has generated the brand so much attention, with the Skechers DāLites sneaker helping lead the charge early on.
Skechers ads for both Britney Spears and Christina Aguilera (image by: Grazia Magazine)
Skechers always had a great connection to youth culture. Back in the late 1990s/early 2000s, the brand partnered with pop stars like Britney Spears and Christina Aguilera to help roll out their wide assortment of styles. Spearsā impact on Skechers generated a buzz with young girls across the globe that brought attention to their Energy sneaker just as her fame was growing rapidly. While Aguilera, through ads and public appearances, showed how the sneakers could be styled in ways that are both attractive and edgy. These partnerships brought more hype around the brand and its impact could be seen in malls, schools, and city streets across the country with younger people wearing Skechers as a status symbol of the Y2K era.
Skechers D’Lites sneaker that was introduced in 2007 (image by: Skechers)
The trends only continued for the brand as they introduced Skechers DāLites in 2007. The sneaker is a lightweight version of the original Energy sneakers that Britney Spears promoted a few years earlier but still features its signature chunky aesthetic. What makes DāLites so interesting though is its place within fashion today. With the ongoing chunky sneakers trend still being popular, which can be traced back to the late 2010s, it can be argued that DāLites were ahead of the curve in influencing some of todayās more noticeably thicker sneakers. Skechers DāLites were even seen featured during New York Fashion Week shows in 2018, as the brand publicly stated that āāāmodels walked the runways at seven New York Fashion Week showsā on their own website. Since then, DāLites has evolved into different forms of itself, with the brand introducing the DāLites 3.0 back in 2018. The silhouette has garnered more attention for the brand than others in the past and only continues to get bigger.
Skechers x Doja Cat: Doja’Lite in Cream
Skechers x Doja Cat: Doja’Lite in Black
In 2022, Doja Cat performed on the main stage at Coachella wearing OG Skechers DāLites. This appearance ignited conversations between Doja and Skechers where she expressed her love of heritage Skechers styles. The GrammyĀ®-winning rapper/singer, who is on top of the entertainment world right now, became Skechersā Artist-in-Residence and the latest performer to get their own Skechers DāLites collaboration. This partnership adds to the continued line of pop stars that have taken Skechers to the next level and introduced their products to a new generation of consumers. Dojaās unique approach to her music, public persona, and style brings a new wave of energy to both Skechers and her modern interpretation of the original heritage design with the DojaāLite.
Doja Cat in her debut collaboration with Skechers
Skechers has built itself into a massive global brand that brings in exceptional talent, creates captivating marketing campaigns, and, of course, delivers well-crafted products. it isnāt something to ignore. This upcoming Doja Cat collaboration is sure to create a new attraction to the brand and influence a young demographic to purchase their own pair of Skechers.Ā
