Skechers chats about the brand’s basketball strategy amid its new WNBA partnership

The GIST: Yesterday, the WNBA announced a landmark partnership with shoe brand Skechers as an official league partner. That’s a big deal: The WNBA shoe market is already saturated, but recent newcomers like New Balance and the relaunched Reebok Basketball are seeing opportunity here — and the league’s stamp of approval is huge.

• But really, it comes back to the athletes. How is Skechers courting top WNBA talent like Rickea Jackson, Kiki Iriafen, and Jackie Young to its roster? Last week, we heard from Skechers senior director of product development & merchandising Catherine Zou about the brand’s strategy. Expanding their footprint.

The backstory: Skechers first stepped onto the basketball court in 2023, and in the W sphere, first partnered with Jackson. This was followed by a deal with Iriafen — the brand’s first college athlete — right before the 2025 WNBA Draft, where she went fourth overall. Young joined the roster leading up to 2025 All-Star Weekend, lending veteran cred as an Olympian and WNBA champ.

• While Skechers has a presence in running, golf, pickleball and soccer, its WNBA partnership is a “major milestone” for the brand and a “meaningful way” to use its platform to support women athletes and consumers. But also, the W is the place to be: Zou said its “rapid growth and passionate fanbase make it an ideal fit for our brand.”

The strategy: Skechers’ brand identity is centered around the idea of comfort without sacrificing performance, which Zou called a “technical advantage” that “truly sets us apart.” This focus on feel-good vibes extends to how it treats its athletes, who feel invested in.

• Skechers wants “authentic engagement with basketball culture” driven by athletes and storytelling that showcases products naturally. “This collaboration not only increases visibility for our collection but also strengthens our credibility within the sport,” Zou said, noting that it also wants to inspire more women to pick up the game.

Zooming out: Everyone wants in on the W: As WNBA chief growth officer Colie Edison notes, “This partnership reflects the growing demand from global brands to connect with WNBA fans worldwide.” Skechers is well-known in the US, but this puts the brand before a worldwide audience and a league in the zeitgeist.

• It might seem like the league is running out of room, but really, it’s on shoe brands to remain creative on their edge and what sets them apart. Signing athletes is a big part of that, which is why newcomers also need to think about signing them as early as college or even high school — something brands like New Balance say gives them an edge. If the shoe fits…