Skechers has opened 2026 with a high-profile regional move, appointing SEVENTEEN’s DK, SEUNGKWAN, and DINO as its new Regional Brand Ambassadors across Asia-Pacific. The announcement, made in Singapore on 8 January 2026, signals a continued push by the brand to strengthen its cultural relevance across key markets including Singapore, Hong Kong, Macau, Malaysia, Thailand, and Vietnam
Rather than positioning the trio purely as celebrity faces, Skechers is framing the partnership around individuality and everyday movement. Each member represents a different side of the brand’s identity. DK brings an energetic, optimistic personality, SEUNGKWAN reflects warmth and approachability, while DINO embodies a more performance-driven, athleisure-focused style. Together, they are meant to show how Skechers’ footwear and apparel adapt across different lifestyles rather than a single fashion narrative.
The collaboration will see the three artists featured across Skechers’ major collections, including Hands Free Slip-ins: GOwalk Max Cushioning Flex, Street UNO Ryze, GOrun Consistent Pro, Max Cushioning Glide-Step, Hotshot, as well as Skechers’ lifestyle and performance apparel lines
From a brand perspective, this is a strategic play. Skechers has been steadily building its presence in Southeast Asia, and the choice of three SEVENTEEN members with distinctly different personalities allows the brand to communicate versatility without splitting its message.
In Singapore, Skechers currently operates more than 40 physical stores and maintains a strong e-commerce presence, making the local market an important pillar in the regional rollout of this campaign.
