Skechers Walkathon set to step beyond Mumbai

Mumbai woke up to a wave of enthusiasm on 17th November 2024, as Skechers hosted the fifth edition of its Walkathon. A staggering 9,000 participants took to the streets of suburban Malad, lacing up their sneakers to tackle 3K, 5K, and 10K walks. Lending their charisma to the event were the company’s brand ambassadors, actor Ananya Panday and footballer, Sunil Chhetri, who cheered on walkers and celebrated the spirit of community fitness.

While Panday has been associated with Skechers since the launch of her Bollywood career in 2019, this was her first Walkathon, and it left her thoroughly impressed. “I’m not a morning person,” she admitted candidly while talking to Campaign. “But seeing everyone’s energy and enthusiasm, from elderly participants to young kids, was an eye-opener. It’s better than I thought, and something I’d love to do again.”

Chhetri, the football star who joined Skechers’ ambassador roster earlier this year, was equally awed. “This is my first Walkathon, and I didn’t expect such a massive turnout. I hope all these people make walking a part of their lives,” he said, underscoring the event’s potential to inspire long-term healthy habits.

The Skechers Walkathon finds its roots in the brand’s GoWalk footwear line, launched to encourage walking as a fitness routine. According to Rahul Vira, CEO of Skechers South Asia, the Walkathon evolved naturally from a product line to a community movement.

“People want to come together to walk, and that’s how we started this initiative. Today, we have over 50,000 walkers in our community, and the numbers grow every year,” he shared.

Held annually in Mumbai—except for a pause during the pandemic—the Walkathon has become a much-anticipated event. “It’s a family activity with something for everyone. The 3K, 5K, and 10K options make it inclusive, whether you’re a fitness enthusiast or someone looking to take it easy,” Vira added.

Ambassadors who walk the talk

Skechers achieved a milestone in its third-quarter results, reporting global sales of $2.35 billion—a nearly 16% jump compared to the same quarter last year. The company also recorded net earnings of $209.3 million, a 26% increase from the $166 million reported a year ago.

CEO and founder Robert Greenberg credited the company's growth to its strategic collaborations with brand ambassadors and professional athletes. Notable partners include rapper Snoop Dogg and Philadelphia 76ers star Joel Embiid, who showcased Skechers at the Paris Olympics this summer. Recently, the brand expanded its ambassador lineup by signing TV personality Howie Mandel.

In India, Skechers’ endorsements feature actor Ananya Panday, footballer Sunil Chhetri, cricketer Ishan Kishan, and actress Kriti Sanon.

One of Skechers’ defining strategies in marketing has been its focus on brand ambassadors who genuinely connect with the product. “Each of our ambassadors is an ardent fan of Skechers,” explained Vira. “This eliminates the need to ‘feed’ them scripted lines—they already know and love the brand.”

Panday echoed this sentiment, saying, “I signed with Skechers at the start of my career and have done countless campaigns with them. What I love most is the brand’s focus on comfort and style. It’s a go-to for every age group and has something for both sports and fashion enthusiasts.”

Chhetri, known for his meticulous approach to endorsements, shared his reasons for associating with Skechers. “When I first tried their football studs, the fit and comfort stood out. As I got more involved, I realised their apparel is equally impressive—simple, durable, and comfortable. I even wear their pants when traveling,” he said.

Beyond Mumbai: Plans to scale

While the Walkathon has been synonymous with Mumbai, its popularity has sparked requests from other cities, which Skechers is actively considering. “We’re evaluating the possibility of expanding this initiative beyond Mumbai,” Vira revealed. “It’s a community-driven exercise, and taking it to more locations aligns with our goal of promoting an active lifestyle.”

The company is also exploring ways to integrate its ambassadors more deeply into its product lines. While Vira kept specifics under wraps, he hinted at potential collaborations. “Our ambassadors are always involved in product creation, whether in fashion or technical segments. Their ideas often influence our designs. So yes, there are plans in the works,” he said, leaving the door open for, perhaps, an Ananya Panday signature line.

Walking as culture and fitness

For Panday, walking is more than an exercise—it’s an integral part of daily life. “Walking is for everyone. You don’t need fancy equipment or a gym. It’s just you and an open space,” she said. The actress, who often walks her dog or takes strolls while talking on the phone, emphasised how walking has become ingrained in urban culture, particularly morning walks.

Chhetri, on the other hand, pointed out the inclusivity of walking compared to other fitness activities. “Walkathons can reach a larger audience because walking doesn’t require specialized training. It’s simple, universal, and accessible,” he said.

While the Walkathon undeniably boosts brand visibility, Vira insists it’s about more than marketing. “Yes, Skechers promotes an active lifestyle, but this event transcends traditional marketing strategies. It’s about building a community and fostering family activities,” he stated.

That said, the Walkathon complements Skechers’ overarching brand ethos, which balances comfort, style, and value. “We operate on three pillars: comfort, style, and value,” Vira noted. “Whether it’s footwear or apparel, our products aim to deliver on these promises.”

Growing Pains and Big Ambitions

As the Walkathon grows, challenges like infrastructure and capacity have emerged. “Sometimes we’re limited by logistical constraints,” Vira admitted. “Otherwise, we’d love to make it even bigger.”

Chhetri, who sees immense potential in such initiatives, suggested Skechers explore other community-centric activities. “Functional training or football sessions are more selective, but walkathons can target a bigger mass. It’s not just about fitness—it’s about inclusivity,” he said.

The Skechers Walkathon has grown from a promotional event into a platform that unites people across demographics. With plans to scale to other cities and integrate ambassador-led product lines, the brand seems poised to take its community-first approach even further.

As for the star power behind the initiative, both Panday and Chhetri are eager to see what’s next. “It’s about the energy, the people, and the simplicity of walking together,” Panday summed up. And with an ever-growing community of walkers, it seems Skechers is indeed walking the talk—one step at a time.