Skechers Mark Nason Sportswear Collection for Men & Women | Clapboard

Unisex Mark Nason

Description

Unisex Mark Nason, launched in the United States in October 2024, is a dynamic film campaign created by Siltanen & Partners for the renowned sportswear brand Skechers. This campaign highlights the Mark Nason Skechers collection, emphasizing its appeal as a unisex line that merges style, quality craftsmanship, and contemporary design. Targeted at men and women who want to make a bold style statement, the campaign showcases street-ready sneakers, shoes, boots, and more from the Mark Nason line, reinforcing Skechers’ commitment to delivering iconic footwear that fits seamlessly into modern urban lifestyles. Through compelling visual storytelling and a clear brand message, the campaign positions Mark Nason Skechers as the go-to choice for consumers seeking both fashion-forward and durable sportswear footwear. Supporting consumer engagement, Skechers provides easy access to shop the complete collection via their official website and encourages audiences to connect through their active social media channels, including Facebook, Twitter, Instagram, and TikTok for the latest news, contests, and updates. This integrated communication approach ensures a strong brand presence and fosters a vibrant community of enthusiasts who identify with the unique style and quality that the Mark Nason collection offers. By focusing on inclusivity and trend-driven design, the campaign effectively appeals to a broad demographic, reinforcing Skechers’ reputation as a leader in innovative, lifestyle-oriented sportswear.

Credits

Client

Sketchers

Agency

Siltanen & Partners

Campaign Proposition

The "Unisex Mark Nason" campaign by Skechers, developed by Siltanen & Partners, positions the Mark Nason collection as a contemporary, versatile footwear line that blends quality craftsmanship with trend-forward design. The campaign emphasizes a brand proposition centered on self-expression and individuality, encouraging consumers to "get iconic" by defining their style through street-ready sneakers, shoes, and boots that appeal equally to men and women. This promise reflects a combination of performance and fashion, highlighting both the technical quality and aesthetic appeal of the footwear. Strategically, the campaign taps into the increasing demand for inclusive, gender-neutral sportswear that resonates with a diverse and style-conscious audience. By presenting the collection as unisex, Skechers addresses a market shift toward more fluid fashion identities and the appeal of shared, versatile products. The creative angle leverages the key consumer insight that contemporary buyers seek footwear that performs athletically but also aligns with urban, streetwear sensibilities for everyday use. The campaign’s use of a digital film format, complemented by active social media engagement across platforms like Facebook, Twitter, Instagram, and TikTok, reinforces its reach toward younger, digitally native consumers who value authenticity and trendiness. Overall, Skechers aims to strengthen brand relevance in the competitive sportswear category by marrying performance attributes with elevated style in a campaign that underscores inclusivity and personal expression.

Creative Device

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign is positioned around Mark Nason Skechers as "iconic" footwear for "men and women who want to stand out" and "define your style," emphasizing fashion-forward, street-ready appeal across genders. The description uses aspirational language inviting viewers to see themselves in the shoes, with no narrative, problem-solution framing, storytelling arc, or direct demonstration—nor is celebrity or testimonial present. The genre "Performance" and market category "Sports / Fitness" suggest stylized vignettes featuring diverse users who embody the collection’s trendy, standout vibe, making ASSOCIATED USER IMAGERY the most precise creative device. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats