Disney and SKECHERS recently announced that the two brands have entered into a multi-year resort alliance that will see the shoe brand’s presence incorporated around the Shanghai Disney Resort property.
Perhaps the most interesting part of this new alliance is inclusion of the brand new the upcoming new Zootopia-themed land. Similar to how Coca-Cola modified their branding to fit “in-world” with Star Wars: Galaxy’s Edge, SKECHERS is updating its branding to fit within the exotic new land.
In this unique mammalian metropolis, SKECHERS will transform into SHI-KECHERS, and its logo will be modified to feature a lion’s tail and mane – echoing the Chinese character for “lion” in its new name. The specially designed name and logo will be seamlessly integrated with Zootopia, helping to immerse guests in the highly anticipated new land.
Also as part of the new partnership, SKECHERS will enjoy multiple brand presences across a number of events and locations at Shanghai Disney Resort, including at Shanghai Disneyland’s most anticipated expansion project to date – the upcoming Zootopia-themed land, where their animal-inspired branding “SHI-KECHERS” will premiere. The all-new SHI-KECHERS logo, featuring a lion’s tail and mane in keeping with the theming of the new land, was also unveiled today, having been specially designed for SKECHERS by the Walt Disney Imagineering Shanghai team.
Earlier this month, SKECHERS launched a series of co-branded merchandise in the form of fashionable performance wear. The new products feature the mouse that started it all, Mickey Mouse, and are currently available for purchase exclusively in the SKECHERS store in Disneytown.
The alliance will also see SKECHERS’ presence extend from Disneytown to Wishing Star Park, where a new running track featuring mile-markers and useful tips from SKECHERS is set to launch next spring.
The resort alliance between Shanghai Disney Resort and SKECHERS has grown and developed from SKECHERS’ participation in the Disney Inspiration Run – a family-friendly running event held at the resort since 2018. The new alliance will continue to see SKECHERS involved as the presenting participant for one of the Disney Inspiration Run events each year during the alliance period, promoting healthy lifestyles and providing high-quality themed sports apparel for all runners.