Skechers is reporting that it has become the second-largest footwear brand in units sold in the United States. The company, which went private in September 2025 in a deal valued at $9 billion, did not cite a source for the ranking numbers.

SGB Media did find that YouGov posted its U.S. Fashion Retailer Rankings in March 2026, that saw Skechers closely trailing Nike’s No. 1 position but that ranking was not based on sales. U.S. consumers participating in the YouGov survey identified Nike as the “Most Considered” fashion brand, especially among Gen Z and Millennials. Skechers followed closely behind, with strong support from Gen X, Boomers and women.

The company said its brand gains reflect its “strength across multiple areas of its business, including its ability to deliver high-quality, affordable footwear that meets the needs of consumers of all ages; its innovative technical performance products across many sports; and the broad acceptance of its popular comfort features like Hands Free Slip-ins.”

“For more than three decades, Skechers has created footwear for people from all walks of life, from families preparing for work and school to athletes competing on the world’s biggest stages,” said Michael Greenberg, president, Skechers. “Our goal has always been to create innovative, comfortable products that meet consumers’ needs.”

Skechers said its growth has benefited from its broad assortments covering casual, fashion, work, and kids’ styles, along with technical performance collections for running, golf, basketball, pickleball, soccer. With a particular focus on comfort, Skechers also cited the benefits of its innovations, including Cozy Fit, Glide-Step, Hyper Burst Pro, Performance FitKnit, Arch Fit, Max Cushioning and Air-Cooled Memory Foam.

With an internal motto of “unseen, untold, unsold,” Skechers said it further benefits from its aggressive advertising pushes, including partnerships with celebrities such as Sofia Vergara to athletes, including the New York Knick’s OG Anunoby, England soccer star Harry Kane, golf’s Matt Fitzpatrick and Brooke Henderson, and the WNBA’s Jackie Young. The brand is also accessible, including expanding to more than 700 Skechers-branded stores in the U.S., including prime locations such Times Square, community stores and its performance-focused World of Sports experience in Miami; in addition to selling through its own e-commerce business and “vast network” of wholesale partners.

Image courtesy Skechers