Skechers GO GOLF is shaking up the market with comfort-first technology, pro endorsements, and accessible performance. Senior Director Ben Steward explains the brand’s bold 2026 strategy.
When Skechers entered the golf market around 2013, it arrived with a clear philosophy: comfort as the foundation for everything else. More than a decade later, that principle remains unchanged—but the execution has evolved dramatically. The brand is no longer a peripheral player; it’s a serious contender backed by tour professionals, innovative technologies, and a vision that blends lifestyle appeal with genuine on-course performance.
Ben Steward, Senior Director of Product Development & Merchandising at Skechers GO GOLF, sat down to discuss how the brand navigates a crowded market dominated by traditional golf footwear manufacturers, and what lies ahead for the 2026 collection and beyond.
Comfort as Foundation, Innovation as Direction
“We have always made comfortable shoes. That will be the foundation for everything we do,” Steward explained when asked about Skechers’ evolving approach to golf footwear. “But I think you will see an increase in materials, silhouettes, and performance.”
The 2026 collection reflects this commitment. Key models include the Elite 6, featuring waterproof construction and Arch Fit insoles designed to reduce fatigue during long rounds. The Prestige SL introduces Hands Free Slip-Ins technology and ECO Flight cushioning made from recycled materials—a nod to sustainability without sacrificing comfort. The Torque 2 delivers stability through Goodyear rubber construction, catering to players seeking enhanced swing support.
What sets Skechers apart in a competitive landscape is its willingness to borrow technologies from its lifestyle business. “Many of the technologies that people in the lifestyle world know and love—for example, Slip-Ins or Arch Fit—are great technologies in the performance space as well,” Steward noted. This cross-pollination brings a modern sensibility to golf shoes, appealing to younger, style-conscious golfers without compromising performance credentials.
The brand’s roster of endorsed players reinforces this dual identity. Bernhard Langer, a PGA Tour Champions veteran, represents the traditional golfer seeking stability and reliability. Matt Fitzpatrick and Brooke Henderson, with 14 LPGA wins, embody the performance-oriented professional. Meanwhile, players like Max Greyserman and emerging talents introduce a contemporary edge. Steward confirmed that additional athlete partnerships are in development.
Athletes Shape Product, Products Shape Markets
Tour feedback isn’t cosmetic to Skechers’ development process—it’s integral. “Absolutely,” Steward answered when asked if endorsement partners contribute to product improvement. “Many of them are based here in Florida. We make the journey at least once, twice, or three times a year. We work with them on the range to ensure they feel comfortable and satisfied with the product. But they also give us ideas on how to influence the next generation of the product.”
This collaborative approach extends to addressing gender-specific needs. The women’s lineup—including the Jasmine 2 and GO GOLF Max 3—incorporates tailored fit and design elements developed with input from female professionals. For recreational golfers, particularly higher-handicap players, Skechers offers arch support to reduce foot fatigue during walking and lightweight cushioning that doesn’t sacrifice stability during the swing.
When asked whether Skechers shoes are designed for everyone or target specific demographics, Steward provided a nuanced answer: “It depends on the shoe. You know golfers, right? There’s a large range of people who play—from people who want something more casual in their experience to someone like Bernhard, or someone like Max or Matt, who are much more performance-oriented.”
He added: “We have created a line architecture that allows us to be more casual, more performance-oriented, something more modern, something more traditional. Our goal is to extend to every need through a consistent approach by looking at the component level.”
Looking Ahead: Competition Fuels Innovation
The golf footwear market has intensified in recent years, with established brands and newcomers investing heavily in the category. Rather than viewing this as a threat, Steward embraced it. “It’s great. It keeps us all on our toes. We want to be more innovative and move forward. Competition brings better products for the consumer and the market.”
Skechers’ World Champions Cup partnership, announced as an official tournament partnership, signals the brand’s ambition at the highest levels of competitive golf. “We are always open to new partnerships,” Steward explained. “Premium sports events and partnerships. Golf is interesting because it’s often played individually, so when you have the opportunity to bring the best to an environment where they play for a team and represent a country or region together, that seems like a very special setting. And something that resonated with us, especially as a global brand, because there are international and European teams.”
Regarding future innovations, Steward remained measured but confident. “From a product perspective, we always look to the future and innovate constantly. What you see on the wall is 2026, something exciting for 2027, and we’re already working on 2028. The process doesn’t stop, and we’re always excited to innovate these comfort concepts.”
Whether through technology partnerships with established suppliers like Goodyear, material innovations centered on recycled content, or the refinement of fit through Arch Fit systems, Skechers is building a case that comfort and performance need not be compromised for style—and vice versa.
The Full Interview
How do you describe Skechers’ evolution in the golf category, from initial market entry to current partnerships?
We have always made comfortable shoes. That will be the foundation for everything we do. But I think you will see an increase in materials, silhouettes, and performance. We will develop our roster of athletes. Patrick, Max Greyserman, Bernhard Langer, and Paul Kenderson on the women’s side. And there might be one or two more coming on board as well. A more modern design and closer connection to elite athletes elevate our brand and our product.
Do the athletes also help improve the products and provide their feedback?
Absolutely. Many of them are based here in Florida. We make the journey at least once, twice, or three times a year. We work with them on the range to ensure they feel comfortable and satisfied with the product. But they also give us ideas on how to influence the next generation of the product.
You position yourselves as a modern and functional footwear brand very focused on comfort. How do you bridge the gap from the golf space to streetwear brands?
I’ll speak a bit more about expanding our performance in general. The golf category is at the center of a new initiative and investment in recent years, where we have invested more authentically in running and soccer spaces. I think that develops our awareness as a brand overall. Comfort is at the core of all technologies. Many of the technologies that people in the lifestyle world are accustomed to and love—for example, Slip-Ins or Arch Fit—are also great technologies in the performance space. It’s a natural evolution from the technologies companies have used in the past. But again, in a demographic space that brings us closer to a younger consumer base and one that is a bit more performance-oriented.
You now have a partnership with the World Champions Cup. A kind of official tournament partnership. Where did that come from and what are your plans?
I think we are always open to new partnerships. Premium sports events and premium sports partnerships. Golf is interesting because it is so often played individually that when you have the opportunity to bring the best players who have ever played into an environment where they play for a team and represent a country or region and play together, that seems like a very special setting. And something that resonated with us is that it is also a global brand because there are international and European teams. So there were many synergies. It was a kind of natural partnership and we look forward to seeing how that continues to grow. It is still, and this was the second time it was played. We look forward to seeing how it continues to grow and how it develops further in the coming years.
Looking at your product portfolio, would you say the shoes are suitable for everyone? Or do you target a specific demographic and player?
It depends on the shoe. You know golfers, right? There is a large range of people who play, from people who want something a bit more casual in their experience and footwear to someone like Bernhard, or someone like Max, or Matt, who is much more performance-oriented. It depends on the shoe, but that said, we have created a line architecture that allows us to be something more casual, something more performance-oriented, something more modern, something more traditional. So is it your goal to address every need? Yes, I believe so. It is a big step, but in a very focused way by looking at the component level. That will be the consistency for us as we bring new models and innovations to the market.
That’s exciting. What else is coming? What are your big plans and innovations?
I mentioned we will soon be on the ground, so we will be leaking some details, which will be exciting. From a product perspective, we always look to the future and innovate constantly. What you see on the wall is 2026, something exciting for 2027, we are already working on 2028. The process doesn’t stop, and we are always excited to innovate these comfort concepts.
The golf shoe landscape has become very competitive in recent years. Many big brands are coming into golf. How do you see that?
It’s great. It keeps us all on our toes. We want to be more innovative and move forward. I think competition brings better products for the consumer and the market. We are excited that we have a product that we believe brings our players into the advantages. Thank you for your time and for visiting us.
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