Snoop Dogg’s first collection with footwear giant Skechers launched Tuesday, part of a multi-year partnership first teased in a Super Bowl ad earlier this year.
The initial drop of nine sneakers will be available in unisex men’s sizing, with more women’s sizes to be added in September, per a Skechers spokesperson. The collection is currently sold online and in Skechers retail stores across the United States and is rolling out to specialty stores and Skechers stores across the globe.
Two other capsules are expected to launch in the coming weeks, per the release, including a collectors line featuring Snoop Dogg’s NFT character Dr. Bombay.
Prior to this collection, Skechers and Snoop Dogg already had a business relationship. Snoop Dogg and his friend Martha Stewart, who also is a spokesperson and collaborator for the brand, starred in the footwear company’s Super Bowl ads earlier this year.
Those Super Bowl ads were part of a strategy to keep the brand “top of mind,” Skechers CEO Robert Greenberg said when the company reported its first quarter earnings in April.
“We were already working with Snoop on the co-branded collection prior to his incredible award-winning Skechers x Snoop Dogg Super Bowl commercial earlier this year,” Michael Greenberg, president of Skechers, said in the release. “Snoop combined his eye for style and laid-back sensibility with the signature comfort of Skechers, resulting in an authentic collaboration and partnership.”
Skechers has a long history of celebrity-promoted shoes, including collaborations with Diane Von Furstenberg and the Rolling Stones.
Last week, Skechers reported its earnings for the second quarter of 2023, beating last quarter’s record for highest quarterly sales at $2.01 billion. The company attributed its success to DTC sales, but wholesale lagged.
By 2026, the company hopes to generate $10 billion in annual revenue.
