In this Boardroom exclusive, the LA Sparks rookie and a Skechers exec discuss the sneaker brand’s big moment.
As Skechers continues to make inroads into the performance basketball market, the company has landed its very first female basketball endorser, signing Los Angeles Sparks rookie and fourth overall 2024 WNBA Draft pick Rickea Jackson to a multi-year shoe deal.
“Being the first WNBA player to join the Skechers roster is an incredible feeling,” Jackson told Sneaker Game. “The brand is a rising star in the sports world.”
As a featured forward joining Skechers, Jackson will be highlighted across brand campaigns, including in-store display imagery and lead upcoming footwear launches. Her very first photoshoot unveiled the upcoming SKX NEXUS sneaker, a low-top hoop shoe “designed for speed, stability, and support” that will launch in 2025, according to Greg Smith, Skechers VP of Product Development & Merchandising.
“Rickea is not only a rising star in the WNBA with a bright future in the sport, but she also believes in the brand and loves Skechers’ on and off-court product,” added Smith.
After starring at Tennessee and pouring in 20 points per game to close her collegiate career, Jackson brings her versatile scoring game to the Sparks in the massive LA market. Her strong Instagram presence makes her an ideal fit as Skechers looks to be showcased through both on-court performance product and in her off-court style.
Founded in 1992 and based in Manhattan Beach, CA — a less than 20-minute drive west from the Sparks’ practice facility — Skechers has long been a billion-dollar brand that has centered its product direction around comfort. In February, the company announced that annual revenues topped $8 billion for the prior fiscal year, as Skechers continues to expand its product portfolio, pricing strategy, and stable of brand partners.
Long known for its value-priced, mass-reaching footwear, the brand has looked to accelerate a new collection of high-performance products for basketball, golf, soccer, and running in recent years.
Enter Smith, who joined the company in 2021 to lead its elevated performance products after 25 years of industry experience. As the brand developed high-performing hoop shoes, it looked to land several leading endorsers for the very first time in its history, looking to validate its new lineup of sneakers at the highest levels of both the NBA and WNBA.
This past NBA season, Skechers landed New York Knicks All-Star Julius Randle, LA Clippers forward Terance Mann, and 76ers star Joel Embiid for his MVP-winning year and just in time for his Olympic appearance. Now, the brand is beginning to bolster its WNBA athlete roster with Jackson as its first female signing.
“We’re proud of the player relationships we’ve established as we enter our second year on the court in basketball,” said Smith. “Signing a premier WNBA player like Rickea has always been one of our top priorities, which is why we’re so happy to partner with her.”
As the brand and player begin to map out their future plans for 2025 and beyond, Skechers will look to incorporate Rickea Jackson into its ecosystem of marketing efforts and grow together during the early stages of the 23-year-old’s pro career.
“Their commitment to working with their players makes this partnership feel right,” added Jackson. “I’m excited about what lies ahead.”
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