Kartik Aaryan is another Bollywood hunk who has made yet another feather in his cap. Bhool Bhulaiyaa 2 star has signed in officially as a new brand ambassador of a global lifestyle and performance footwear company Skechers. The collaboration is quite calculated on the part of both the artist and the brand: with its mass appeal, the partnership would raise the presence of Skechers in the Indian premium footwear industry.
This partnership will be introducing a new, young, and energetic tone to the Skechers brand in India and particularly the Gen Z and millennial market. So, let us see why this is a partnership worth making headlines, what this partnership will entail for the brand, and how Kartik Aaryan finding his way into Bollywood is right in line with how Skechers plans to enter the market.
Skechers India: The Shoes Giant on a boom
Skechers, an American footwear manufacturer, received its investors in India more than 10 years ago, and by now, it established a very effective retail apparatus in major Indian metros and lower-tier cities alike. Skechers has also worked out well, with over 400 stores in India trying to establish themselves as a brand with comfort at first, but it is not that their products are not stylish.
Skechers has a reputation of:
- Performance wear: Running, walking, and gym shoes
- Lifestyle and streamline sneakers
- Memory foam and slip-ons sandals
- Athleisure clothes in specific shops
Their promotions were based on comfort, versatility, and habits of the world style trends: qualities that now correlate with the popular image of Kartik Aaryan.
Oh, why Kartik Aaryan? The Ideal Brand of Wearers of Skechers
Kartik Aaryan is one of the most likable and bankable characters in Bollywood in the recent past. Whether it is a romantic comedy such as Pyaar Ka Punchnama or a thriller such as Dhamaka and Freddy, he has demonstrated that as an actor he can do it all.
Major reasons of selecting Kartik:
- Youth icon factor: Kartik is very popular with the age group of 18-35.
- Enthusiast of fitness: One who is in possession of an athletic, slim body
- Streetwear lover: Constantly spotted on the streets in sneakers and athletic tracksuits as well as on Instagram
- Wide appeal: His down-to-earth and humorous publicity appeals both to urban and sub-urban listeners
With the hiring of Kartik, Skechers hopes that it will infuse some fresh image to the brand and send a message to the youth of India who are stylish and fashion conscious but also love comfort.
Kartik Aaryan and Skechers Campaign Launch
The collaboration was introduced digitally and in print via a sporty and definitely in-your-face visual campaign that appeared in India in different picturesque and urban casual garments and with their star-selling sneakers (put along Kartik). The tagline of the campaign focuses on the slogan Move With Style, which is based on the blend between comfort, functionality, and the flair that Kartik uses to dance.
The campaign highlights are:
- Advertisements in TV and pre-rolls in YouTube
- Instagram reels and cooperations with influencers
- Visual merchandising in the stores using Kartik posters
- A hashtag campaign: SkechersXKartik and MoveWithStyle
This dynamic tone of the campaign gives Skechers a strong essence that its brand is an active, lifestyle-meets-performance brand.
official statement of Kartik Aaryan
Speaking at the brand launch event in Mumbai, Kartik said he was excited about this collaboration:
I have always had the belief in wearing what you feel and look good in. Skechers is one of the brands that reflects this. Their designs are new, easy to wear, and suited to my fast-paced lifestyle. I am so excited to be the brand ambassador of Skechers in India, and I still have a lot to look forward to sharing with you all.”
His quote indicates that there was a smooth continuation between the brand beliefs of Skechers and his own personality.
Marketing Strategy: Urban Acts with Young People
With this partnership, Skechers India is obviously looking to focus on consumers of 16-35 age group in the urban and semi-urban market. Kartik has a huge impact on such popular platforms as Instagram, YouTube, and Snapchat, which makes an excellent brand evangelist in the era of social commerce.
Battle tactics:
- Social Media Takeovers: Kartik will run Q&As, behind-the-scenes videos, and style tips using Skechers products
- Running, Walking, and Casual: Such campaigns combine running, walking, and casual styles to cover every use case scenario
- Influencer tie-up: Fitness makers and fashion influencers to sell Skechers products through the endorsements of Kartik
The Indian Footwear Market: why it counts
The footwear industry of India is expected to surpass the USD 30 billion mark by 2026, with both sneakers and athleisure markets registering a high figure of growth (over 10 percent) year after year. As the culture of fitness, work-at-home clothing, and clothing trends inspired by streetwear grows, Skechers can benefit fully by riding this trend.
It is assisted by the incorporation of a Bollywood superstar with whom the brand is associated:
- Establish emotional contact with the consumers
- Skip in small cities online stores traffic
- Increase the advertisement of e-commerce on sites such as Myntra, Amazon, Flipkart, and Skechers official web store
The Other Brand Ambassadors of Skechers and the Worldwide Heritage of Skechers
Skechers has collaborated with such big-name celebrities and athletes across the world through
Camila Cabello
Tony Romo (NFL)
Brooke Henderson (LPGA)
Jonas Brothers
Having Kartik having been added to this exclusive club, he is the first Indian male actor in Bollywood to be the face of the brand at the national level. Skechers India has partnered with Ananya Panday in the past, but it is the most star-studded pairing that the brand has ever made.
Fans respond to the announcement
This official announcement left the fans of Kartik flooding social media:
It will be exciting to have Kartik in the Skechers campaign.
Love the shoes already.” He fits perfectly, literally and fashionably speaking.
I have been wanting to wear Skechers. I certainly shall now,” said I.
The positive buzz achieves a positive organic reach and produces a halo effect, enabling the brand to connect on a more personal note with the consumers.
What the Collaboration will Offer Next
As the first campaign debuts, Skechers and Kartik Aaryan have alluded to further capsule collections, citywide events, and even pop-ups with the favorite styles of Kartik in Skechers.
- The most exclusive Kartik-approved shoe selections on Skechers’ website
- The behind the scenes of photo shoots and training videos
- Through Skechers mobile app, meet-and-greet contests can be conducted
- Special editions with streetwear brands that are fashion-forward
The conclusion: A Tactical Step in Fashion and Influence
The partnership of Kartik Aaryan with Skechers India is not an ordinary brand endorsement but a corporate convergence of common ideologies. They are all youth-oriented, adventurous, dynamic, and changing. With Skechers still planning to grow in India, Kartik has hipness, effervescence, surface acceptance, and a fan following on his table.
Regardless of whether one is a sneakerhead, a casual walker, or a fashion lover, this collaboration is one to look forward to: new designs, involvements, and a new face of fashion-meets-functionality.
With the current Skechers x Kartik wave, there is one sure thing: the future of fashion-forward footwear in India is going to become a lot more exciting.
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