Spring is in full bloom, and warmth lingers with every step. On April 18th, Skechers, the comfort technology company, successfully concluded its "Friendship Walk for Love" charity walk in Shanghai, simultaneously launching a Super Brand Day on its Douyin (TikTok) store. With the theme "Feeling Good on Your Feet, Feeling Great," the event achieved a double success of expanding its reach beyond its charitable roots and boosting its business. Dr. Henry Chen, Vice Chairman and CEO of Luen Thai Group, attended the event and joined everyone in taking steps of love. With the strong support of the Huangpu District Sports Bureau and Culture and Tourism Bureau of Shanghai, this charity walk attracted 3,000 enthusiastic citizens of all ages and social groups, becoming a heartwarming and touching scene in Shanghai this spring.
This campaign leveraged Skechers' 600 million+ daily active users on Douyin, bridging content and retail channels. Focusing on the new CONSISTENT PRO ultra-sensory all-around running shoe, the campaign partnered with three celebrity figures: Ma Dong, world walking champion Liu Hong, and comedian Lei Songran. Through a three-stage omnichannel marketing approach—pre-launch preparation, campaign launch, and sustained buzz—the campaign precisely targeted core demographics such as emerging white-collar workers, established middle-class individuals, and sophisticated mothers. With its comfortable technology and multi-scenario adaptability, the campaign aimed to aggressively capture the spring sports consumer market, achieving breakthroughs in both brand awareness and sales.
The whole city works together, and the city works in unison.
As Skechers' iconic global charitable IP, which has been meticulously crafted for over a decade, "Friendship Walk" was launched this year at the start of the 15th Five-Year Plan period. Deeply rooted in China and committed to win-win development, the event used a charity walk as a link to comprehensively support the high-quality development of national fitness. On the day of the event, Liu Hong, world champion in race walking and Skechers sports ambassador, led the way with her professional expertise. Interactive experiences such as quick photo booths, fun stamp collection points, and a finish-line music party made the walk more fun and engaging. Families walked together, experiencing warmth and a sense of accomplishment, jointly composing a heartwarming chapter of charitable spirit.
This event deeply integrates with Shanghai's urban development, creating an innovative "sports + cultural tourism" scenario. The route starts and ends at Century Square on Nanjing East Road in Huangpu District, passing must-see landmarks such as Waibaidu Bridge, the Shanghai People's Heroes Monument, Jinniu Square, Shiliupu Wharf, and the Nine-Turn Bridge. It connects the Bund scenic area, the Bund's historic buildings, Yu Garden, and Holy Trinity Church, allowing participants to immerse themselves in the city's rich history and modern glamour. This "public welfare + sports + cultural tourism" model not only enriches the spiritual and cultural life of citizens but also promotes the integrated development of culture, commerce, tourism, sports, and exhibitions through public welfare activities, making public welfare an important part of urban civilization.
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As a comfort technology brand, Skechers leveraged its professional expertise to ensure the success of this charity walk, simultaneously showcasing its core product portfolio on Douyin's Super Brand Day, seamlessly integrating on-site experience with online promotion. The event not only provided customized gear packages for all registered participants but also presented Skechers' running shoe lineup and GO WALK series: the AERO family of running shoes, designed for competitive and advanced training needs, offering performance-oriented professional running solutions; and the "Dynamic Family" of structurally cushioned running shoes, the "Soft Family" of thick-soled cushioned running shoes, the "Stable Family" of stable support running shoes, and the "Super Sensing Family" of all-around cushioned running shoes, covering a full range of running experiences from daily training to advanced professional levels.
The CONSISTENT PRO all-around running shoes, a key product featured at the Douyin Super Brand Day, made their debut at the event. With core technologies such as ECO FLIGHT cushioning, ARCH FIT stable support, and full-length rubber grip, these shoes are suitable for various scenarios including running, commuting, fitness testing, and outdoor activities, becoming a top seller both at the event and in the Douyin livestream. To enhance the participation experience for parent-child groups and ensure children's walking safety, Skechers Kids also brought their newly launched YOUNG all-scenario running shoes (released in March) to the event. These shoes are tailored to the athletic needs and developmental characteristics of elementary school students, with a focus on enhanced professional ankle and foot protection, helping children experience the joy of exercise while walking and giving parents greater peace of mind, making the family charity trip even more meaningful.
In addition, S-Club Skechers Comfort Club members were deeply involved in the event, with interactive activities such as exclusive photo printing set up on-site, further bridging the gap between the brand and users. At the same time, an outdoor immersive live broadcast was launched on the Douyin platform, transmitting the event's highlights to users across the entire network in real time. Celebrity interactions, product testing, and lucky draws ignited the live broadcast's popularity, achieving a dual enhancement of brand value and user stickiness.
Charity takes root, love is spread
With unwavering commitment to public welfare and tireless efforts, the event saw a successful donation ceremony. All proceeds were donated to the Shanghai Sports Development Foundation, specifically for supporting the development of local sports philanthropy, effectively transforming the donations from each participant into a driving force for social progress. A lucky draw enhanced the interactive experience, and comprehensive coverage of the event by authoritative media and online influencers across various circles made this charity walk a highly anticipated urban event, providing a replicable and scalable model for the integration of "public welfare + sports + cultural tourism" for urban philanthropy initiatives nationwide.
Mr. Chen Weili, Partner of Skechers China and CEO of Skechers China, Korea and Southeast Asia, said: “The enthusiastic support and companionship of Chinese consumers over the years has been an inexhaustible driving force for our continuous progress. Since its launch in China, ‘Friendship Walk’ has been deeply rooted in China, which is a firm manifestation of Skechers’ commitment to China and its corporate social responsibility. In the future, we will continue to deepen the innovative model of ‘public welfare + sports + cultural tourism’, actively respond to the national call for fitness for all, and while spreading love and charity, we will continue to empower the urban sports ecosystem with our brand strength and professional products to achieve a double return on social and commercial value, resonating with the Chinese market and achieving win-win development.”
The successful conclusion of the "Friendship Walk for Love" event in Shanghai not only injected new vitality into sports philanthropy but also, through a heartwarming practice of public participation and city co-construction, demonstrated Skechers' commitment to local communities and its brand warmth. Moving forward, Skechers will continue to uphold its philanthropic mission, extend the vitality of its philanthropic IP, connect with more cities, and gather the strength of more families and individuals to spread warmth through walking, empower public health through action, and jointly build a comfortable, healthy, and sustainable new landscape for philanthropy.
About Skechers
Skechers, a comfort technology company, was founded in 1992 in Manhattan Beach, California, and now has sales channels in more than 180 countries and regions worldwide. In 2024, its global sales reached a record high of $8.97 billion, making it a Fortune 500 company. Since entering the Chinese market in 2007 through a joint venture, Skechers has achieved rapid growth, opening nearly 3,500 physical stores in mainland China and developing online sales on multiple e-commerce platforms.
As a globally renowned sports and leisure brand, Skechers offers footwear, apparel, and accessories for adults and children, covering professional sports, fashion trends, and lifestyle styles. Through innovative comfort technology products, Skechers creates a comfortable, healthy, and carefree lifestyle for consumers of all ages, enabling everyone to embrace every moment of life with greater confidence.
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