Historically speaking, Skechers isn’t exactly what you’d call a “cool” brand. The American shoemaker specializes in the kind of sneakers you buy when your knees starts making noises. The kind of sneakers your old man buys once he’s had a long walk too many. Comfy? Absolutely. Hyped? Not so much. And yet, here we are, in the middle of the World Cup, talking about Skechers football boots selling out. All thanks to Harry Kane. (And OG Anunoby.)
The England captain first signed with Skechers back in 2023, ending a relationship with Nike that lasted more than a decade. At the time, it felt like one of the most unexpected moves in football boot history. It’s not everyday, after all, that a global superstar breaks up with the Swoosh.
All of a sudden, Skechers found itself taking on brands that had spent literal decades dominating the biggest stages in soccer. The company unwrapped the SKX line with Kane, kicking it all off with the SKX 1.
“When it comes to Harry Kane’s Skechers boots, the first thing that deserves praise is Skechers itself,” says Francesco Mele, founder of Boots Club. “Although the brand entered the football market only recently, it has made remarkable progress in a very short period of time. Today, its products can confidently compete with some of the most iconic football boot brands—companies that have spent decades building their reputation at the top of the game.”
The SKX 1 was quickly followed up with the SKX 2, now dripped out in FitKnit to really hold on to your feet. The laces are strategically placed so they're more ergonomic. There's what's called a “PSC” texture across the toebox for added grip. (They also come in hot pink, too.) Basically, they’ve earned a rep as one of the comfiest boots in the game—a quality that sounds very Skechers. Then came the biggest shop window in soccer.
Every single Harry Kane goal at the World Cup basically doubles as an ad. With billions watching and England making another (hopefully) deep run into the knockout stages, people haven't just noticed the boots—they’ve started looking for them.
During the tournament, demand for Kane’s SKX 2 went a bit mad. At the start of the World Cup, several retailers still had full-size runs available. A couple of weeks later, many of those pairs disappeared.
One reseller (who asked not to be named) says he picked up a few pairs at the start of the tournament without expecting much. Then England kept winning. And Kane kept scoring. Then the stock started… vanishing.
“I bought a few pairs at the start of the World Cup without really thinking they’d sell,” he says. “But the more England kept winning, the quicker they disappeared. After the match against Mexico a few days ago, my DMs went through the roof. I’ve got customers telling me they’ll happily pay over retail if I can source them a pair.”
It goes without saying, but that’s not normal behavior for Skechers football boots. That’s the sort of thing you expect for rare Hypervenoms or old-school Predators, not the brand your Uncle Clyde wears to mow the lawn. “I’ve never experienced anything like it,” the reseller continues. “This is a brand that hasn't traditionally been seen as particularly cool or hyped, so it's been shocking to watch. If you'd told me a year ago people would be paying resale prices for Skechers football boots, I’d have laughed. Now, it’s actually happening.”
Even fans who still can’t quite believe what they’re seeing have been converted. “What was once my dad's dedicated gardening shoe is now making waves on grass far beyond my childhood back garden,” says England fan Jack Strong. “Growing up, Skechers was never a brand I associated with top-level football, but Harry Kane has single-handedly shifted that perception.”
For Mele, the SKX 02’s biggest strength is how naturally it seems to work with Kane’s game. “Kane’s performances speak louder than any technical explanation,” he says. “Match after match, the England captain continues to lead the Three Lions with goals, and his SKX 02 has become an integral part of that success.”
Skechers probably won’t replace Nike or Adidas at the top of the heap anytime soon, but that’s besides the point. Harry Kane’s done something arguably more impressive: he’s made people take Skechers seriously. And for a brand that's spent decades being ignored and overlooked, that might just be the biggest win of this World Cup.
This story originally appeared on British GQ.