THE CHALLENGE
As Skechers was rapidly expanding into the performance and fitness footwear category, the brand needed a retail environment that would establish credibility with athletes and fitness-minded consumers while maintaining its position as a lifestyle footwear leader. The flagship store redesign was tasked with creating a cohesive, experiential customer journey that highlighted innovation, performance, and lifestyle in equal measure and ultimately positioning Skechers as a serious competitor to category leaders.
MY ROLE
As Art Director, I led the concept and creative direction of the Skechers flagship redesign into a fitness-focused destination. I partnered with retail design, merchandising, and brand teams to ensure the space not only showcased product but also immersed customers in the Skechers performance story. I directed the full customer journey, integrating specific shoe attributes into the displays, digital touchpoints, and in-store activations.
THE WORK
Experiential Retail Design: Transformed the flagship into an immersive fitness environment, incorporating performance-driven product displays, motion-inspired visuals, and technical displays.
Customer Journey Mapping: Designed a seamless flow from lifestyle to performance, ensuring customers experienced Skechers as both an accessible lifestyle brand and a credible fitness leader.
Storytelling Integration: Highlighted Skechers innovations (Shape-ups, GOrun, GOwalk) through bold storytelling zones, video installations, and live product trial areas.
Campaign Alignment: Ensured the in-store experience tied directly to national fitness campaigns, reinforcing consistency across retail, digital, and advertising.
THE RESULTS
Successfully repositioned Skechers flagship as a fitness destination, establishing brand credibility in the performance footwear category.
Exceeded sales expectations in the flagship location post-redesign, validating Skechers’ entry into the competitive fitness footwear space.
The experiential design became a model for future Skechers retail rollouts worldwide.
KEY TAKEAWAY / LEADERSHIP VALUE
This project highlights my ability to translate brand strategy into immersive customer experiences. It demonstrates my strength in experiential retail design, cross-functional leadership, and creating cohesive brand journeys that deliver cultural relevance and measurable business results.
