Skechers: knowing your runway

Skechers went viral last weekend with their December Vogue ad—and not in the way they’d hoped. Rather than sleek brand elevation,  it was the heavy-handed use of AI that caught attention - summarized concisely by @polishlaurapalmer. Her TikTok post was uploaded to multiple subreddits, where users were quick to pile on in the comments.

Whatever Skechers was aiming for heading into the holiday season, it’s safe to say the response didn’t exactly scream “mission accomplished.” Before we delve into the details of this campaign—and where it went sideways—let’s take a minute to get a quick pulse check on Skechers' brand sentiment from Reddit.

A Surprisingly Loyal Following

Skechers actually enjoys a surprisingly robust and loyal community on Reddit. Just days before this Vogue fiasco, a post by u/nostyleguide raised the question if there was a stigma around Skechers. The reaction wasn’t the brand-bashing you might expect from a fashion-conscious crowd; instead, a passionate fan base rushed to the brand’s defense.

Citing comfort, affordability, and great options for wide feet, these fans brushed aside any perceived stigma. As u/Zer0daveexpl0it put it: “I’m 42 with a stupid big bunion. I have 2 pairs and no f**** to give." Say less — this sentiment reflects Skechers’ brand identity to a T. They’re not just another shoe in the marketplace; they’re the comfort shoe and they know it. Their homepage proudly touts slip-in features, affordability, and comfort over trendiness. Their consumers are budget-conscious, comfort-driven individuals who care far more about how a shoe feels than whether it graces the pages of a high-fashion magazine.

A High-Fashion Detour

So where did they choose to make a statement heading into the holidays?

Of all places, Vogue—the iconic name synonymous with cutting-edge style, trendsetting editors, and a fanbase that skews more couture than comfortable slip-ins.

If Skechers wanted a total 180, flipping the narrative from “comfy everyday shoe” to “aspirational fashion statement,” Vogue could have been a bold—if risky—choice. They wouldn’t be the first brand to try shaking off old perceptions. However, if you’re going to redefine yourself in front of a high-end audience, you need flawless execution. Enter the heavy-handed AI imagery, and suddenly we have a collision of worlds that only amplifies every crack in the brand’s strategy.

Wrong Kind of Impact

On Reddit and TikTok, where conversations move quickly and candidly, reaction was swift and harsh. Comments on Reddit called Skechers “cheap,” “atrocious,” and “ugly,” and ripped the ad as “AI bullshit.” Instead of elevating the brand, the choice of medium and message reinforced a lingering “cheapskate” stigma and generated the kind of sentiment no brand wants. In essence, Skechers took its shot at Vogue-level glam but ended up validating the critics who think the brand is out of its depth in high fashion circles.

If you're of the mind that any press is good press, you might count these impressions as a win. After all, they reached a broader audience than just their loyal Vogue audience. But let’s be honest: this was likely not the impression Skechers was trying to make.

It’s not a good look.

Lessons

1. It’s not the tool, It’s the application: AI itself isn’t the villain. Consumers are well aware that top brands use AI-driven workflows, the problem is how it’s used. People expect AI to raise creative standards, not lower them. If the output looks rushed and inauthentic, it feels more like a cheap gimmick than innovation.

   
   

2. Know your audience: Skechers’ loyal Reddit fans showed they are drawn to the brand’s practicality and comfort. Vogue readers? They’re young, affluent, and passionate about high fashion.

Why indeed

If Skechers wanted to appeal to a more style-conscious audience, they should have considered a more refined execution—one that didn’t highlight their stigmatic cost-cutting measures, but showcased elevated design. At best, it’s misaligned; at worst, it’s a jarring disconnect between brand perception of self and their consumer's core values.

1. Trust isn’t cheap: Building trust with new audiences—or even retaining trust with existing fans—requires effort and nuance. Trust isn’t cheap, and consumer standards are going up. Can AI be used to automate workflows? Absolutely, but it also introduces new risks and requires significant human oversight and intervention.

   
   

A Case Study for the Rest of Us

While Skechers scrambles into damage control, the rest of us get a valuable brand management case study in the age of intelligence. Implementing AI doesn’t just mean cutting corners. It means finding new ways to use the new tools available to us to exceed consumer values. And if you’re going to pivot to a new audience, you’d better make sure you’re speaking their language, not forcing your brand into their world.

In the end, Skechers’ attempt will likely be remembered less as a daring rebrand and more as a cautionary tale: Know your audience, refine your message, leverage technology wisely, and never underestimate the value of trust.