Skechers GO GOLF aims to blend comfort, style, and accessibility with new models featuring advanced technologies and backing from tour professionals.
Since entering the golf market around 2013, Skechers has positioned itself as a comfort-first brand seeking to bridge the gap between lifestyle footwear and performance golf shoes. With endorsements from established tour professionals and a growing product portfolio, the brand is now accelerating its investment in the category through strategic partnerships and innovative technologies.
Ben Steward, Senior Director of Product Development & Merchandising at Skechers, outlined the company’s evolution in golf during a recent interview, emphasizing how the brand’s core comfort philosophy extends seamlessly into performance-oriented designs.
Building a Roster of Professional Endorsers
Skechers has secured partnerships with several notable professionals across both men’s and women’s professional tours. Bernhard Langer, competing on the PGA Tour Champions, represents the brand alongside Matt Fitzpatrick and Max Greyserman on the PGA Tour. On the LPGA Tour, Brooke Henderson serves as a key ambassador.
According to Steward, these athlete partnerships directly influence product development. “Many of them are based here in Florida,” he explained. “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 products.”
The feedback loop between tour professionals and the design team has proven invaluable. Beyond validation at the highest competitive level, these partnerships help Skechers understand what performance features resonate with elite players—knowledge that can then be adapted for amateur golfers of all skill levels.
Technology and Design Innovation
The 2026 Skechers GO GOLF collection introduces several key technologies designed to enhance on-course performance. The Elite 6 features waterproof construction and Arch Fit insole technology, while the Prestige SL incorporates Hands Free Slip-Ins technology and ECO Flight cushioning made from recycled materials. The Torque 2 emphasizes stability through Goodyear rubber.
For the women’s market, Skechers has developed the Jasmine 2 and GO GOLF Max 3 with tailored fit options and women-specific design elements.
Steward emphasized that comfort remains the foundation across all innovations. “We always have comfortable shoes. That will be the foundation for everything we make,” he stated. “But I think you’ll see an increase in materials, silhouettes, and performance. Comfort is the core of all our technologies. Many of the technologies people are used to and love in the lifestyle world—such as Slip-Ins or ArchFit—are excellent technologies in the performance space as well.”
This cross-pollination between Skechers’ lifestyle and performance divisions allows the brand to apply proven comfort technologies to golf shoes while introducing designs that appeal to younger consumers and those seeking a modern aesthetic.
World Champions Cup Partnership and Market Positioning
Skechers recently became an official partner of the World Champions Cup, a biennial international team competition featuring the world’s best golfers representing countries and regions. Steward highlighted the appeal of this partnership: “Golf is interesting because it’s so often played individually. When you get the opportunity to bring the best who have ever played into a setting where they play for a team, representing a country or region and playing together, that seems like a very special environment. Something that resonated with us, especially since it’s a global brand—there’s an international team and a European team.”
The brand’s positioning emphasizes affordability, style, and sustainability without compromising performance. Steward addressed the balance between fashion and function: “We are always open to new partnerships in premium sports events. What we believe sets us apart is that we have a product we’re confident will bring advantages to our players.”
For higher-handicap golfers, Skechers shoes address specific needs through arch support to reduce fatigue, lightweight cushioning for extended walking, and enhanced stability during the swing. This accessibility-focused approach contrasts with traditional golf footwear positioning and reflects Skechers’ broader brand philosophy.
Looking ahead, Steward emphasized continuous innovation. “We’re always looking to the future and always innovating,” he said. “You see 2026 models, something exciting for 2027—we’re already working on 2028. The process never stops, and we’re always eager to innovate these comfort concepts.”
The competitive golf footwear landscape has intensified in recent years, with numerous established brands investing heavily in golf. Rather than viewing this as a threat, Steward framed it positively: “It’s great; it keeps us all on our toes. We want to innovate and move forward. Competition brings better products for consumers and the market.”
The Full Interview
How would you describe Skechers’ evolution in golf?
We’ve always made comfortable shoes. That’s the foundation for everything we do. But I think you’ll see an increase in materials, silhouettes, and performance. We’re developing our roster of athletes. We have Patrick, Max Greyserman, Bernhard Langer, and Brooke Henderson on the women’s side. There may be one or two more coming on board as well. A more modern design and closer connection to elite athletes elevates our brand and our product.
Do the athletes help improve the products and provide 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 products.
You position yourselves as a modern and functional footwear brand very focused on comfort. How do you bridge the gap from golf to streetwear brands?
I’ll speak a bit more about our expansion of performance in general. Golf has been at the center of a new initiative and investment over recent years, where we’ve invested more authentically in racing, soccer, and football. I think that develops our brand awareness overall. Comfort is the core of all technologies. Many of the technologies people are used to in the lifestyle world and that they love—such as Slip-Ins or ArchFit—are great technologies in the performance space too. It’s a natural evolution from 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’s a bit more performance-oriented.
You now have a partnership with the World Champions Cup. How did that come about and what are your plans?
We’re always open to new partnerships in premium sports events. Golf is interesting because it’s so often played individually. When you get the opportunity to bring the best who have ever played into a setting where they play for a team, representing a country or region and playing together, that seems like a very special environment. Something that resonated with us is that it’s also a global brand because there’s an international team and a European team. There were many synergies. It was a natural partnership, and we’re looking forward to seeing how it continues to grow. It’s still relatively new—this was only the second time it was played. We’re excited to see how it develops in the coming months and into December.
Looking at your product portfolio, would you say your shoes are suitable for everyone? Or do you target a specific demographic?
It depends on the shoe. You know golfers, right? There’s a huge range of people who play—from those who want something more casual in their experience and footwear to someone like Bernhard or Max or Matt, who are much more performance-oriented. It depends on the shoe. But having said that, we’ve created a line architecture that allows us to be more casual, more performance-oriented, more modern, or more traditional. So yes, I’d say our goal is to address every need.
That sounds exciting. What’s still to come? What are your big plans and innovations?
I’ve already mentioned we’ll soon be on the ground sharing some details, which will be exciting. From a product perspective, we’re always looking to the future and always innovating. You see 2026, something exciting for 2027, and we’re already working on 2028. The process never stops, and we’re always eager to innovate these comfort concepts.
The golf shoe landscape has become very competitive in recent years with many big brands 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 to consumers and the market. We’re confident that we have a product we believe will bring advantages to our players. Thank you for your time and for visiting us.
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