Skechers designs and markets footwear for men, women, and children across lifestyle, performance, and work categories. Skechers positions itself as a comfort-focused, value-oriented alternative to premium athletic brands like Nike and Adidas, competing on the intersection of comfort technology, style, and accessible price points. Skechers' core product differentiators are its proprietary comfort technologies — including Hands Free Slip-ins, Arch Fit, and Air-Cooled Memory Foam — which are embedded across the product range rather than confined to a single line. Skechers sells through two channels: Wholesale (~51% of FY24 revenue), reaching department stores, specialty retailers, and international distributors, and Direct-to-Consumer (~49%), through roughly 1,787 company-owned stores and e-commerce. International markets represent ~60% of total sales, with EMEA as the fastest-growing region and China the largest single uncertainty. Skechers outsources all manufacturing to contract manufacturers, primarily in China and Vietnam, keeping the model capital-light on the production side. Gross margin is driven by product mix, channel mix, and freight costs. Skechers is investing heavily in distribution infrastructure — expanding facilities in North America, China, and Europe — and plans to open 180-200 company-owned stores in 2025. The company is also expanding into performance categories like soccer and basketball to broaden brand appeal. Management has set a target of $10B in annual sales by 2026.