Jonathan Currinn
Can you believe that it has been 20 years since Britney Spears was the face of Skechers? She literally brought this sneaker company to the limelight; and now, 20 years later, Skechers wants to celebrate by bringing back the iconic Energy style. The new Skechers Energy features three different colourways.
The chunky trainer was first introduced in 1999 by the Manhatten Beach, California-based brand with Britney Spears fronting the campaign. Skechers Energy sneakers became the brand’s first big success and later helped to define the brand.
There was nothing like the style around and became so popular for men and women that they sold more than 100 million pairs, to date.
The brand will mark the 20-year anniversary of the style by releasing three limited-edition styles referencing back to the unforgettable “It’s the S” advertising campaign. Two of the styles feature a thin white strip that trails on the side with the slogan, these come in classic white and metallic silver. The other style disregards the white strip and has “It’s The S” trawled on the side in large font; this one is also in classic white.
This is just the start of the return of Skechers Energy, with the plan to release more colourways throughout the year.
“When we look back at the thousands of styles released over the 27 years since we established Skechers, the Skechers Energy really stands out as a look that helped define our brand just as we were hitting our stride,” began Michael Greenberg, president of Skechers. “With Britney Spears as the face of the Skechers Energy at launch, it became our first massive global hit style and helped drive awareness for the Skechers brand around the world. We love that the chunky design Skechers originated is now all the rage in fashion footwear, driving massive excitement for our Skechers D’Lites collection. This anniversary is a perfect opportunity to re-introduce old and new Skechers fans to the style that started it all.”
After Skechers Energy, the style got updated into the form of D’Lites, a lighter version that was released in 2007. The Skechers D’Lites has recently become popular, especially in the last two years across Asia due to regional marketing with K-Pop groups. The company launched a new lighter version of D’Lites, in 2017, to mark its 10-year anniversary. Now, they’re bringing back the style that inspired the D’Lites, the Skechers Energy – marking its 20-year anniversary.
The three brand new styles are now available in stores, online at www.skechers.com, and at selected retail partners.
