Skechers milks attention from younger crowd with Milksha bubble tea tie-up

Skechers Singapore has partnered with Taiwanese bubble tea brand Milksha to promote the launch of its latest Varsity Pack D'Lites collection of sneakers. As part of the partnership, customers will receive a free Skechers x Milksha multi-purpose mini sling bag with every purchase of a pair of Varsity sneakers; while stocks last. The bag comes printed with Milksha’s adorable cow mascot dressed in a Skechers hoodie top and a pair of Varsity Pack sneakers with a cup of Milksha bubble milk tea in hand.

Skechers' spokesperson told MARKETING-INTERACTIVE that Milksha was chosen because both brands' target audience is predominantly tertiary students, evident by the fact that Milksha was voted the number one bubble tea brand by Taiwan's University students in 2020. Additionally, Skechers’ continued strategy of innovating new technologies and designs to connect with its customers and Milksha’s mission to offer "natural, handmade and unique milk beverages" are well-aligned in creating new experiences and products to be part of the lifestyle of their consumers. 

The partnership will also see Milksha serve up two specially-created Double D’Lites toppings - a blend of honey pearls and pudding, as well as honey pearls and red bean. According to Skechers, the toppings, available islandwide, serve as a special nod to the yellow, red, blue and green colourways of Skechers’ Varsity Pack collection. At the same time, Milksha customers who opt for either of the toppings will receive a voucher that entitles them to a 20% discount when they purchase any footwear from Skechers' Varisty Pack collection. Only 300 vouchers are up for grabs. 

According to Skechers' spokesperson, the collection launch, as well its partnership with Milksha, will be marketed across its social media platforms, including Facebook and Instagram. The spokesperson added:

We have chosen to focus more on social media platforms in our communication as they are highly popular as well as a fast and effective way for us to reach out and interact with both our existing customers and new audiences.

Through this partnership, Skechers hopes to be able to reach out to a wider and more diverse demographic. At the same time, it looks to reinforce its brand position as "the comfort technology company" and a global leader in lifestyle and performance footwear amongst the younger audience. Insider Comm, which works with Skechers for PR duties, was involved in the promotion of this partnership.

Meanwhile, customers who purchase their Varsity Pack sneakers from Skechers at Jurong Point, Junction 8, Jewel Changi Airport or Wisma Atria will also receive a SG$5.00 Milksha voucher, limited to one per customer, while stocks last.

In 2022, Skechers' spokesperson said it plans to reach out to a younger demographic and increase its conversion rates. To that end, the brand will focus and channel more resources on its apparel and launch exciting campaigns fronted by its brand ambassadors. "In addition, we plan to further educate and generate greater awareness on the comfort technologies that are available in our various shoe lines, and allow more consumers to experience the exceptional comfort of Skechers shoes," the spokesperson said.

Separately, in September, Skechers appointed actor Lawrence Wong as its Singapore brand ambassador for 2021/2022. The appointment sees Wong front the brand’s marketing and social media campaigns for new collection launches, comprising categories such as collaborations, lifestyle, performance as well as apparel and accessories. A spokesperson told MARKETING-INTERACTIVE then that Wong will be featured in Skechers’ Singapore stores and OOH, and will also make appearances at the brand's events should the pandemic situation improve. 

It later brought on board South Korean actor Park Seo Joon as its regional brand ambassador in October. Park will front the 2021/22 campaigns for Singapore, Malaysia, Thailand, Vietnam, Hong Kong and Macau, which are six key growth markets for the brand. According to Skechers, Park is not only an all-rounded individual with a strong work ethic, but his clean-cut, down-to-earth and versatile personal style aligns with the brand's long-standing brand equity of offering ultimate comfort with style.

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