Global brand, local voice
Skechers faced a gap in the Middle East market: despite having a strong following in the region and footwear designed specifically for men and women, all brand assets came from the U.S. and lacked the local elements needed to connect with audiences in this region.
Leveraging our expertise in adapting global campaigns, we developed a bespoke storyboard and mood board tailored to the target audience.
Our approach combined visual and verbal authenticity, casting models that reflect the audience, curating culturally relevant outfits, and collaborating with voice-over artists and scriptwriters to deliver accurate dialects.
We developed a bespoke storyboard and mood board tailored to Middle Eastern audiences, ensuring every creative decision reflected cultural relevance. Casting focused on models who embodied the region’s diversity and resonated with local consumers, while styling was carefully curated to align with cultural nuances and dress codes. We sourced authentic locations that captured the Middle East lifestyle, and worked with regional writers and voice artists to deliver scripts and voiceovers in accurate dialects and tone. Finally, we adapted brand assets with Arabic subtitles and branding, ensuring cultural alignment across all visuals and creating a campaign that felt both authentic and locally resonant.
The campaign launched across multiple channels, including TV, in-store and mall screens, OOH, and digital platforms, not only in the GCC but across wider Middle East countries.
Premiering on the 10th of September 2025 during the Asia Cup games on StarzPlay, the campaign placed Skechers on screen at one of the region’s most-watched sporting events.
This success story brought Skechers closer to its Middle Eastern audience, reinforcing its role as a global brand with a local voice, speaking the right language.