Skechers spotlights movement and personal expression in SEVENTEEN-led campaign

Singapore – [Insert Date] – Skechers, the global footwear and apparel giant, has unveiled its vibrant and deeply personal "Moves with You" campaign, a captivating collaboration that seamlessly blends the dynamic energy of K-pop group SEVENTEEN with a thoughtfully curated collection. At the heart of this initiative are SEVENTEEN members DK, Seungkwan, and Dino, whose infectious enthusiasm and individual creative flair are showcased through a series of engaging visuals and a new product line that celebrates personal passions and everyday journeys.

The "Moves with You" campaign is more than just a celebrity endorsement; it’s a narrative woven around the essence of movement, comfort, and self-expression. Through a dynamic interplay of footage capturing the trio in motion – walking, running, and dancing – Skechers highlights its diverse range of footwear, designed to support an active lifestyle and the pursuit of personal hobbies. Complementing the footwear is an apparel range that carries a unique personal touch, featuring original illustrations meticulously drawn by DK, Seungkwan, and Dino themselves. These charming doodles, inspired by their individual interests such as beloved puppies, the universally appealing pizza, and refreshing iced americanos, inject a distinct level of authenticity and relatability into the collection.

A key highlight of this collaboration is the introduction of Skechers HOTSHOT footwear, a style that has been further personalized with custom shoelaces, bearing the distinct mark of each member. This thoughtful addition is designed to resonate deeply with SEVENTEEN’s dedicated fanbase, known affectionately as CARATs, offering them a tangible connection to their favorite artists and a unique opportunity to own a piece of this special collaboration. The campaign’s creative direction, spearheaded by independent creative agency AdONCE, masterfully brings together the members and their artistic expressions, positioning their original artwork alongside the Skechers products in a visually compelling manner.

The Genesis of "Moves with You": A Harmonious Blend of Talent and Brand Ethos

The "Moves with You" campaign represents a significant evolution in Skechers’ approach to engaging with the burgeoning K-pop fandom and its broader consumer base across Asia. The strategic decision to feature multiple members of SEVENTEEN, rather than a single individual, was a deliberate move aimed at fostering a more multifaceted and relatable brand narrative. This approach allows Skechers to explore a wider spectrum of themes, from the fundamental importance of movement and comfort in daily life to the empowering notion of self-expression.

Eileen Tan, Regional Marketing Director at Skechers Southeast Asia, elaborated on the campaign’s core philosophy. "We wanted the campaign materials to reflect the details that make each member distinct," Tan stated. "Their original drawings and everyday interests gave us a natural way to bring DK, Seungkwan and Dino’s personalities into the collection, from the illustrations across the apparel to the customised shoelaces." This emphasis on individual personalities and creative contributions is a testament to Skechers’ commitment to building authentic connections with consumers.

Tan previously shared insights with MARKETING-INTERACTIVE, underscoring the strategic advantage of leveraging group dynamics within fandom culture. "Appointing multiple SEVENTEEN members allows the brand to tell a more relatable story around movement, comfort and self-expression," she explained. "The approach reflects Asia Pacific’s group-driven fandom culture, with the members’ natural chemistry helping Skechers connect with fans through lifestyle, performance and everyday wear content, alongside online and offline experiences." This understanding of regional consumer behavior and fandom dynamics has been instrumental in shaping Skechers’ successful marketing strategies.

The campaign’s visual identity and extensive media assets, including key visuals, a television commercial (TVC), and a series of short-form videos, were meticulously developed by AdONCE. The agency’s creative execution expertly weaves together the personalities of DK, Seungkwan, and Dino with their artistic endeavors, creating a cohesive and engaging narrative that resonates with the target audience. The integration of their original drawings into the apparel and product designs further elevates the collection, transforming it from mere merchandise into a personal statement.

A Deep Dive into the Collection: Where Comfort Meets Creativity

The "Moves with You" collection is a tangible manifestation of the campaign’s overarching theme. The Skechers HOTSHOT footwear, a central piece of the offering, is more than just a comfortable and stylish shoe; it’s a canvas for personal expression. The customized shoelaces, a detail that might seem small, carry significant weight for fans, offering a direct link to the individual styles and preferences of DK, Seungkwan, and Dino. This thoughtful touch transforms the footwear into a collectible item and a symbol of fan devotion.

The apparel range further amplifies this sense of personal connection. The inclusion of illustrations directly inspired by the members’ own drawings adds a unique and intimate layer to the collection. Whether it’s DK’s playful puppy doodles, Seungkwan’s appreciation for a classic pizza, or Dino’s enjoyment of an iced americano, these visual elements translate the artists’ personalities and everyday joys into wearable art. This approach moves beyond generic celebrity branding, offering fans a genuine glimpse into the lives and interests of their idols.

The campaign’s visual narrative, as captured in the accompanying YouTube video, showcases the trio engaging in various activities, from casual strolls to energetic dance routines, all while sporting the new Skechers collection. The footage emphasizes the versatility and comfort of the footwear, demonstrating how it seamlessly integrates into different aspects of an active and fulfilling life. The dynamic editing and engaging music create an immersive experience, drawing viewers into the world of SEVENTEEN and Skechers.

AdONCE: A Long-Standing Partner in Creative Excellence

The "Moves with You" campaign is a testament to the enduring and successful partnership between Skechers and AdONCE, an independent creative agency that has been instrumental in shaping the brand’s marketing endeavors across Asia for over three years. AdONCE’s deep understanding of the regional market, coupled with its creative prowess, has consistently delivered impactful campaigns that resonate with diverse audiences.

Prior to this collaboration, AdONCE has been a trusted creative partner for Skechers, contributing to successful campaigns featuring other prominent figures, including South Korean actor Cha Eun-woo, and previous initiatives with SEVENTEEN. These productions have been strategically distributed across multiple Asian markets, underscoring AdONCE’s extensive reach and its ability to navigate the complexities of regional marketing.

Founded in Indonesia in 2025, AdONCE has established itself as a comprehensive creative agency with a robust suite of capabilities encompassing strategy, creative development, and production. Its impressive client portfolio boasts a roster of leading brands such as Skechers, Scarlett, Nabati, Implora, and Kanzler, with its campaign and production work spanning across Indonesia, Southeast Asia, and South Korea. This breadth of experience and regional expertise positions AdONCE as a formidable player in the advertising landscape.

In a significant move to further expand its influence and service offerings, AdONCE recently established a presence in Singapore. This strategic expansion signifies the agency’s commitment to strengthening its cross-market growth initiatives and enhancing its ability to collaborate with local creative, production, talent, and market partners tailored to each client’s specific needs. The Singapore base also facilitates the extension of AdONCE’s "Through the lens of women" platform beyond its Indonesian origins, demonstrating a commitment to diverse perspectives in its creative output.

Implications and Future Trajectory: Beyond a Campaign

The "Moves with You" campaign, with its emphasis on personal expression and the integration of fan-favorite artists’ unique touches, signifies a broader trend in brand marketing. It underscores the increasing importance of authenticity and relatability in connecting with today’s consumers, particularly within the highly engaged K-pop fandom. By allowing DK, Seungkwan, and Dino to infuse their personal creativity into the collection, Skechers has moved beyond a transactional endorsement to foster a sense of co-creation and shared experience.

This strategy not only strengthens brand loyalty among existing CARATs but also has the potential to attract new consumers who are drawn to the blend of fashion, comfort, and genuine artistic expression. The campaign’s success hinges on its ability to tap into the emotional connection that fans have with SEVENTEEN, translating that admiration into engagement with the Skechers brand.

The extended partnership with AdONCE further solidifies Skechers’ commitment to a data-driven and culturally attuned marketing approach. AdONCE’s proven track record in the Asian market, combined with its recent expansion into Singapore, positions it as a key enabler for Skechers’ continued growth and its ability to execute sophisticated, multi-market campaigns. The agency’s focus on understanding local nuances while maintaining a global perspective is crucial in navigating the diverse consumer landscapes of the Asia Pacific region.

Looking ahead, the "Moves with You" campaign sets a precedent for how brands can leverage the power of collective fandom and individual artistry. Skechers’ ability to consistently innovate in its collaborations, as demonstrated by previous successful campaigns with actors and artists across Asia, indicates a forward-thinking approach to brand building. The company’s strategic investments in partnerships and its understanding of evolving consumer preferences suggest a continued trajectory of impactful and engaging marketing initiatives that go beyond mere product promotion to foster genuine connections and celebrate shared passions. The success of this campaign will undoubtedly influence future strategies for both Skechers and its creative partners, emphasizing the power of collaboration and the enduring appeal of authentic self-expression in the global marketplace.