Skechers surprised audiences with a commercial during last Sunday's Super Bowl pregame, featuring a special appearance from Martha Stewart.
Airing ahead of kickoff, the ad sees the business mogul and lifestyle icon show off her ultra-comfortable Hands Free Slip-Ins.
The 83-year-old then confidently says, "Drop a beat," before performing a hilarious and unexpected breakdancing routine.
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After showcasing effortlessly smooth moves, she concludes the performance, stating, "And that's how you glide."
This is Stewart's second appearance at Super Bowl LIX after her role in Uber Eats' star-studded ad with Charli xcx and Matthew McConaughey.
It also marked Skechers' 12th time at the Big Game, with past efforts involving cultural icons like Mark Cuban and Snoop Dogg.
The campaign continues the brand's tradition of high-profile influencer marketing campaigns.
Skechers' ads also tap into the brand's reliable reputation, contrasting it with unexpected celebrity endorsers to create viral marketing moments.
By leveraging high-profile influencers, Skechers can reach a wider, more engaged audience, showcasing how brands can use influencer partnerships to create authentic connections and drive brand awareness in key demographics.
A Surprise Postgame Commercial
Skechers didn't stop with just one Super Bowl moment, however.
After the final play, the brand debuted another surprise commercial during the postgame featuring Kansas City Chiefs Head Coach Andy Reid.
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Also promoting the Hands-Free Slip-ins, the 30-second spot demonstrates how the convenience of Skechers allows Reid to spend less time tying his shoes and more time on unexpected activities — like hand modeling.
Last December, the brand faced criticism for using AI-generated art in ads in that month's issue of Vogue magazine.
