Skechers picks Horizon Global for media across 31 markets

Skechers has named Horizon Global to handle media strategy and activation across 31 international markets after a competitive review. The move expands Horizon Global’s client roster and gives Skechers a more connected global media setup as the footwear brand pushes for growth and stronger consumer engagement.

Why it matters: - Skechers is shifting more of its international media work to a single global partner to improve coordination across markets. - The assignment gives Horizon Global a high-profile brand win as it seeks to position its AI-driven operating model for global marketers. - The partnership is aimed at connecting brand-building and performance marketing more tightly across Skechers’ biggest overseas markets.

What happened: - Horizon Global announced a new partnership with Skechers on July 15, 2026. - The deal follows a competitive review. - Horizon Global will support media strategy and activation across 31 markets. - The remit covers Latin America, Scandinavia, Japan, the Philippines, Germany, Spain, Portugal, and 14 Central and Eastern European markets.

The details: - Horizon Global is the joint venture between Havas Media Network and Horizon Media. - Skechers is described as a global Fortune 500 brand in footwear and apparel. - Horizon Global launched in September 2025. - The network says it was built to combine global scale, local expertise and a flexible operating model for modern marketers. - Skechers joins Horizon Global’s client roster, which includes SharkNinja. - The partnership centers on BluConverged, Horizon Global’s unified media platform. - BluConverged combines audience strategy, data, technology, artificial intelligence, activation and global reporting in one planning and decision-making system. - The platform is designed to help Skechers strengthen full-funnel omnichannel marketing across global markets. - Horizon Global said the transition is already underway. - Initial campaigns are scheduled to run later this year.

Between the lines: - Skechers is signaling that global media performance now depends on faster coordination and more accountable execution across regions. - The selection also suggests Horizon Global is trying to prove its model with recognizable brands that need both scale and local execution. - Bob Lord, CEO of Horizon Global, framed the win as validation of the network’s platform transparency and open ecosystem approach.

What's next: - Horizon Global and Skechers will develop new media strategies to raise brand relevance and consumer engagement. - The companies will use the new setup to support growth in key international markets. - The first campaigns are expected later in 2026.

The bottom line: - Skechers is betting that a more integrated global media partner will help it grow faster and market more efficiently across major overseas regions.