Skechers has appointed Horizon Global — the joint venture formed by Havas Media Network and Horizon Media — as its global media partner. The appointment followed a competitive pitch, according to a press release. Horizon Global's scope for Skechers covers 31 markets across Latin America, Asia-Pacific, and Central and Eastern Europe, including Japan, the Philippines, Germany, Spain, and Portugal. A Skechers spokesperson said its U.S. media business remains handled in-house.

The footwear marketer is looking to leverage BluConverged, an AI-driven portfolio, to integrate audience strategy, data, activation, and reporting, aiming to build omnichannel capabilities and accelerate international growth. BluConverged combines Horizon's existing Blu AI platform with Havas's converged operating system, also built on the technology. The first Skechers campaigns supported by Horizon Global are expected to launch later in 2026.

"This win is a strong validation of our model and the unique value we bring to global marketers," said Bob Lord, CEO of Horizon Global, in a statement. "By integrating our strengths, we have built an approach that prioritizes platform transparency and open ecosystem innovation while delivering seamless collaboration, market-level expertise, and scaled modern services."

The agency shift comes as Skechers, headquartered in Manhattan Beach, California, ispushing further into performance athletic categories. The company, acquired by 3G Capital last September, is no longer publicly traded. Before the $9 billion privatization deal closed, Skechers had revealed that international sales accounted for nearly two-thirds of its total business, with COO David Weinberg calling international operations the brand's"primary growth engine"。

The newsis a win for Horizon Global. The joint venture was formed in September, targeting U.S.-centric marketers with global footprints. Horizon Media and Havas Media Network otherwise remain independently operated. Other Horizon Global clients include SharkNinja, which had alreadybeen working with Horizon Media。

before the venture was established. Skechers' move to Horizon Global follows other major media account shifts among footwear brands. As Adweek previously reported, Adidas moved its $512 million global media business from WPP to Omnicom in June.