Skechers expands golf lineup with new technologies and professional partnerships, blending comfort, style, and performance across all skill levels.
Ben Steward, Senior Director of Product Development & Merchandising at Skechers, describes a brand that has refined its approach to golf footwear since entering the market around 2013. What began as a comfort-focused initiative has evolved into a performance-driven line that competes alongside traditional golf shoe manufacturers, now backed by professional endorsements and innovations designed for players of every level.
“We have always made comfortable shoes. That will be the foundation for everything we do,” Steward explains. “But I think you will see an increase in materials, silhouettes, and performance. We will develop our roster of athletes further.”
Building a Professional Team
The brand’s recent partnership with the World Champions Cup reflects Skechers’ expanding ambitions in professional golf. Current endorsements include Bernhard Langer on the PGA Champions Tour, Matt Fitzpatrick on the PGA Tour, and Brooke Henderson on the LPGA Tour, alongside Max Greyserman.
The collaboration between Skechers and these professional athletes proves invaluable in product development. The company conducts regular testing sessions in Florida, meeting with players multiple times annually. “Many of them are here in Florida,” Steward notes. “We make the journey at least one, two, or three times per year. We work with them on the range to ensure they feel comfortable and satisfied with the product. But they also give us ideas about how we can influence the next generation of the product.”
This feedback loop accelerates innovation. Professional athletes provide real-world performance data that consumer testing alone cannot replicate. Whether fine-tuning waterproof materials or refining stability features, the input from tour professionals directly shapes Skechers’ competitive advantage.
Technology Meets Accessibility
Skechers positions itself as a modern, functional brand that doesn’t sacrifice style for performance. The 2025-2026 product lineup includes the Elite 6 with waterproof construction and Arch Fit insoles, the Prestige SL featuring Slip-Ins technology and ECO Flight recycled cushioning, and the Torque 2 with Goodyear rubber for stability.
The women’s line includes the Jasmine 2 and Max 3, models specifically tailored for female golfers with design elements addressing fit and aesthetic preferences. For higher-handicap players, the emphasis on arch support, lightweight construction, and enhanced stability during the swing helps reduce fatigue throughout eighteen holes.
Steward explains how Skechers bridges the gap between lifestyle and performance: “The comfort is the core of all technologies. Many of the technologies that people are used to in the lifestyle world and that they love—for example, Slip-Ins or ArchFit—are great technologies also in the performance area. It’s a natural evolution from the technologies that companies have used in the past.”
This approach attracts a younger demographic while maintaining credibility with serious golfers. The brand’s emphasis on sustainability, demonstrated through recycled materials in cushioning systems, aligns with modern consumer values without compromising on-course performance.
Competing in a Growing Market
The golf footwear landscape has become increasingly competitive in recent years. Established manufacturers and new entrants continue to invest heavily in product innovation. Rather than viewing this as a threat, Steward welcomes the competitive environment.
“It’s great, it keeps us all on our feet. We want to be more innovative and move forward,” he says. “I think competition brings better products for the consumer and the market. We are confident that we have a product that we believe brings advantages to our players.”
Looking ahead, Skechers continues developing future collections. Development cycles already extend to 2027 and 2028, with consistent innovation around comfort concepts. The World Champions Cup partnership, where international and European teams compete in team-based competition, resonates with Skechers’ position as a global brand.
“Golf is interesting because it is so often played individually that when you get the opportunity to bring the best players who have ever played into a format where they play for a team and represent a country or region and play together, that seems like a very special environment,” Steward reflects. “There were many synergies, and it was a natural partnership.”
As the brand expands its professional roster and refines its product architecture, Skechers aims to serve golfers across the entire spectrum—from casual players seeking comfort to competitive professionals demanding cutting-edge performance technology.
The Full Interview
How would you describe Skechers’ evolution in the golf category?
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 further. We have Patrick, Max Greyserman, Bernhard Langer, and Paul Henderson on the women’s side. And there may be one or two others who come on board as well. A more modern design and a closer connection to elite athletes elevate 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 one, two, or three times per year. We work with them on the range to ensure that they feel comfortable and satisfied with the product. But they also give us ideas about how we can influence the next generation of the product.
How do you balance being a modern and functional footwear brand while maintaining focus on comfort? How do you bridge the gap from the golf category to streetwear brands?
I will speak a bit more about our expansion of 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 the racing and soccer categories. I think that develops our awareness as a brand in general. Comfort is the core of all technologies. Many of the technologies that people are used to and love in the lifestyle world—for example, Slip-Ins or ArchFit—are great technologies also in the performance area. It is a natural evolution from the technologies that companies have used in the past. But again, in a demographic area that brings us closer to a younger consumer base and one that is oriented a bit more toward performance.
You now have a partnership with the World Champions Cup. How did that come about 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 get the opportunity to bring the best players who have ever played into a format where they play for a team, and represent a country or region and play together, that seems like a very special environment. Something that resonated with us is that it is also a global brand because there is an international team and a European team. So there were many synergies. It was a natural partnership and we look forward to seeing how that continues to grow. It was only the second time it was played. We look forward to seeing how that grows and how it evolves in the coming months in December.
Looking at your product portfolio, would you say the shoes are suitable for everyone, or do you target a specific demographic or player?
That depends on the shoe. You know golfers, right? There is a large number of people who play—from people who want something more casual in their experience and their footwear to someone like Bernhard or someone like Max or Matt, who is much more performance-oriented. It depends on the shoe, but 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 the goal is to address every need?
Yes, I believe so. It is a big step, but in a very focused way by looking at the component. That will be the consistency for us as we bring new models and new innovations to market.
What else is coming? What are your big plans and innovations?
I have already mentioned that we will soon be out in the field, so we will be unveiling some details that will be exciting. From a product perspective, we are always looking ahead and always innovating. What you see on the wall is 2026, something exciting for 2027, and we are already working on 2028. The process does not end, and we are always excited to innovate these comfort concepts. The golf shoe landscape has been very competitive in recent years. Many large brands are coming into golf. How do you see that?
It is great. It keeps us all on our feet. We want to be more innovative and move forward. I think competition brings better products for the consumer and the market. We are confident that we have a product that we believe brings advantages to our players. Thank you for your time and for visiting us.