For CARATs, the fans of K-pop group SEVENTEEN, a puppy doodle, a pizza sketch or an iced americano can carry a little more meaning when it comes from a member they follow. Those everyday details now sit alongside footwear and apparel in a new collaboration featuring DK, Seungkwan and Dino.
Skechers is extending its relationship with the three artists through its “Moves with You” campaign, pairing footage of them walking, running and dancing with a collection that incorporates their original illustrations. The Skechers Malaysia collection page presents the trio together with the footwear and related merchandise.
The point for fans is not simply to see familiar faces in an advertisement. It is the chance to wear details drawn from those faces’ interests, turning a conventional celebrity collaboration into something more personal.
Table of contents
Jump to each section:
- How SEVENTEEN’s personalities become part of the product
- The campaign connects movement with everyday fandom
- What Skechers’ wider ambassador strategy reveals
How SEVENTEEN’s personalities become part of the product
The new creative includes puppy doodles, pizza and iced americanos inspired by the members’ individual tastes. These illustrations appear across apparel, while Skechers HOTSHOT footwear and customized shoelaces give the collection another personal detail.
Independent agency AdONCE developed the campaign’s key visuals, television commercial and short-form videos. Its creative brings the artists’ drawings into the same frame as the products, so their individual contributions are visible rather than confined to an endorsement caption.
“We wanted the campaign materials to reflect the details that make each member distinct,” said Eileen Tan, regional marketing director at Skechers Southeast Asia. She explained that their drawings and interests shaped both the apparel illustrations and the customized shoelaces.
The campaign connects movement with everyday fandom
The campaign also shows the three members in motion, from walking and running to dancing. That lets Skechers connect its comfort positioning with the everyday and performance activities that are familiar to the artists’ audience.
There is a useful distinction here between borrowing celebrity recognition and making the celebrity part of the product. A familiar name can draw attention to a shoe, but a member-created drawing offers fans a specific reason to see the item as connected to that artist.
This is not Skechers’ first campaign with the trio. They were named regional ambassadors earlier in 2026, and the brand has used their different movement styles to showcase its footwear across Asia Pacific markets. The current merchandise-led work adds another layer to that relationship.
What Skechers’ wider ambassador strategy reveals
Skechers has also expanded Thai actor Apo Nattawin’s ambassador role across Asia Pacific. Taken together, the campaigns suggest a regional approach built around recognizable personalities, but with room for different types of stories: movement and member-made details for SEVENTEEN, and lifestyle storytelling with Apo.
For marketers, the interesting part is how little the campaign needs to explain its fan appeal. A drawing of a drink or a pet is ordinary on its own. In the context of a beloved performer, it becomes a recognizable signature that can travel from campaign content to something worn in daily life.
The commercial impact of this particular collection has not been publicly established in the reviewed sources. Its more immediate significance is creative: Skechers is giving the artists’ personalities a tangible role in the merchandise rather than relying on their presence alone.
