It was an open secret that one of world football’s top strikers was looking for a new boot deal – but nobody expected it to be with Skechers
, Kane — a huge fan of U.S. sports and known by Americans outside the soccer bubble for his appearances on shows like The Tonight Show with Jimmy Fallon — was keen to blaze a trail with a new brand on his own and be the main man.Meanwhile, Skechers had spent the previous 18 months developing its first-ever football boot and set its sights on a big gun. Their stars aligned.
Pre-season saw Kane’s transition from Nike to Skechers played out in public but with the cat kept in the bag. Againstin Perth, Australia, Kane — who is a size 8.5 UK or 9.5 U.S. — wore his white Nike boots. Then came the new Skechers, but blacked out. First against Lion City Sailors when he scored a penalty in a 5-1 win, then back at the Tottenham Hotspur stadium when he scored four against Shakhtar Donetsk, his last goals in a Tottenham shirt.
. With so much attention on him wearing his new Bayern No 9 shirt, it went under the radar that he revealed a little more Skechers detail by wearing unbranded white editions.The boots heightened the interest and had roots in the “blind feedback” phase of development, where a variety of players at different levels were given Skechers to try out. “The plan originated from all the testing we were doing in the early rounds of the boots.
’s opener. Kane then scored a debut goal with his right boot to get the partnership off to the perfect start. game was the perfect platform to reveal that we were entering the football boot market with one of the hottest players on the pitch wearing Skechers,” says Smith. And Kane is aiming to provide plenty more big moments.
It was even flagged by Skechers’ in-house interviewer when he sat down with Kane at Waltham Abbey. The first question highlighted the “big” moment for the brand to enter the market with such an established name, but acknowledged that “some would say unexpected”. Kane explained that he admired Skechers who, like him, had “proved people wrong along the way”.
The sell to Kane was based on what the Skechers brand is built on, their trademark “Comfort Technology”. The concept of “comfort that performs” was their key point of differentiation. “That required us to start from the very beginning — creating a new last based on all our experience developing innovative comfort technologies and then modifying and reworking it to be perfect for football,” says Smith.
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