It’s been 14 years since Skechers first joined the marathon of Super Bowl commercials with its 2010 ad featuring former 49ers quarterback Joe Montana. Since then, the footwear brand has produced ten more Super Bowl ads over the years, featuring Kim Kardashian, Mark Cuban, Willie Nelson, Snoop Dogg and other celebrities.
The most-viewed sporting event in the U.S. is a great platform for brands that, just like footwear label, want to spread awareness and reach new audiences. In 2024, Skechers enlisted Mr. T to captivate the audience and promote its Hands-free Slip-in style.
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Ahead of the Super Bowl LVIII on Sunday, FN takes a look back at the ads created for the event by Skechers over the years.
Joe Montana’s Skechers Super Bowl Ad, 2010
The footwear brand made its Super Bowl commercial debut in 2010 with a promotion of its Shape-Ups. The 15-second ad shows people doing different tasks, including walking a dog and pushing a stroller. Quotes from customers appear declaring their love for the sneakers, including former NFL star Joe Montana saying the pair helped improve his strength and posture.
Kim Kardashian’s Skechers Super Bowl Ad, 2011
Skechers recruited Kim Kardashian for its Super Bowl XLV commercial. The reality TV star flirts with her trainer before telling him things aren’t working out between them because of something else, the Skechers Shape-Ups. She says goodbye to him wearing a black and hot pink pair of sneakers. Afterwards, she passes another man also wearing the sneakers and compliments his footwear.
Mark Cuban’s Skechers Super Bowl Ad, 2012
The Skechers’ Super Bowl XLVI commercial featured a dog race with a lineup of all greyhounds and one French bulldog, wearing the Go Run sneakers. At first, the greyhounds lead but the small dog soon catches up and moonwalks over the victory line for first place. The clip ends with the Dallas Mavericks owner Mark Cuban picking up the bulldog and asking about his contract.
Skechers Super Bowl Ad, 2013
The footwear brand highlights its GOrun2 sneakers for its Super Bowl XLVII commercial. The 30-second clip follows a young gazelle being chased by a cheetah. As the wild cat gets close to the antelope, a human catches up, wearing the Skechers running shoes, and stops the chase. Skechers also recruited NFL quarterback Joe Montana and safety Ronnie Lott for a second commercial.
Pete Rose’s Skechers Super Bowl Ad, 2015
The Skechers’ Super Bowl LII commercial featured Pete Rose, promoting the footwear brand’s Relaxed Fit. As he walks down the hall in his own home, the former baseball player said he likes to walk down memory lane with his sneakers. A woman then pops out of another room and reminds him he’s not allowed in the hall, referencing his previous agreement with the MLB.
Howie Long’s Skechers Super Bowl Ad, 2018
Howie Long starred in Skechers’ Super Bowl LIII commercial to promote the brand’s Wide Fit sneakers. The Pro Football Hall of Famer was seen in a cramped middle seat on an airplane, complaining about needing extra room. Long learns he’s been upgraded to first class and relates it to the extra room he gets with his Skechers sneakers.
Tony Romo’s Skechers Super Bowl Ad, 2019
For Super Bowl LIV, Tony Romo was the lead of Skechers’ “Romo Mode” commercial. The former NFL star admitted he likes to take things easy, as a robot vacuum cleaned up his spilled popcorn, a tennis ball launcher entertained his dog, and golf holes were widened for days on the course. Lastly, he slips into the brand’s Slip-Ins with air-cooled memory foam.
Tony Romo’s Skechers Super Bowl Ad, 2021
To highlight the Skechers Max Cushioning sneakers, the footwear brand teamed up with “comfort enthusiasts” former Dallas Cowboys quarterback Tony Romo and his wife Candice to star in its Super Bowl LV commercial. The couple showed their appreciation for taking things to the “Max” with towering sandwiches, layered mattresses, monster trucks and lastly, the comfortable Skechers sneakers.
Willie Nelson’s Skechers Super Bowl Ad, 2022
Skechers brought together people from all walks of life in popular silhouettes to sing “On The Road Again” for its Super Bowl LVI commercial. The video starts with a man running in his Flex Advantage 4.0s and ends with country music singer Willie Nelson wearing a pair of Glide Step 4.0 to hop on his tour bus.
Snoop Dogg’s and Martha Stewart’s Skechers Super Bowl Ad, 2023
The footwear brand’s commercial during Super Bowl LVII starred Snoop Dogg as the lead as he walked through a day in his life wearing Skechers’ Slip-ins as he relaxed on a private jet, performed on stage and coached a youth football league, including Tony Romo in his youth football league. Martha Stewart joined him at the end of the 30-second clip.
Mr. T’s Skechers Super Bowl Ad, 2024
For this year’s Super Bowl, Skechers recruited Mr. T to reiterate to football fans that the brand has never been spelled with a T. The “A-Team” actor will be seen wearing a pair of the footwear company’s hands-free slip-ins, along with a surprise cameo from another star. The commercial will air during the Big Game’s third quarter.
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