Footwear brand Skechers has appointed Horizon Global — a joint venture between Havas Media Network and Horizon Media — as its media buying partner across 31 countries in Latin America, Asia-Pacific, Central and Eastern Europe, including Japan, the Philippines, Germany, Spain, and Portugal. The decision was made following a competitive tender process aimed at expanding omnichannel capabilities through artificial intelligence.
Betting on an AI platform for media buying
The key factor in selecting Horizon Global is the BluConverged platform — an artificial intelligence solution that unifies audience strategy, data, campaign activation, and reporting. The technology combines Horizon Media's existing Blu AI platform with Havas' convergent operating system. Skechers' first campaigns powered by Horizon Global will launch in the second half of 2026.
In the US, Dentsu will continue to handle Skechers' media buying — the partner change affects only international markets. According to Bob Lord, head of Horizon Global, winning the tender validates the agency's model for global advertisers: platform transparency, an open innovation ecosystem, local market expertise, and cutting-edge technology at scale.
International expansion as a growth engine for the brand
The media partner transition comes as Skechers actively expands in the performance footwear segment. In September 2025, the Manhattan Beach, California-based company was acquired by investment fund 3G Capital for 9 billion dollars — the brand is no longer publicly traded. Before the deal closed, Skechers Chief Operating Officer David Weinberg called international markets the "primary growth engine" of the company, accounting for nearly two-thirds of total revenue.
International sales represent nearly two-thirds of Skechers' business, making the choice of a global media partner strategically critical for brand growth
Horizon Global was formed in September 2025 and targets American brands with global presence. Outside the joint venture, Horizon Media and Havas Media Network continue operating independently. Other Horizon Global clients include SharkNinja, which previously worked with Horizon Media before the launch of the combined structure.
Trend of media buying reassessment in the footwear industry
Skechers' transition coincides with a wave of media budget redistribution among major footwear brands. In June 2026, Adidas shifted its global media buying of 512 million dollars from WPP to Omnicom. The reasons for partner changes — demand for data integration, media purchase automation, and budget spending transparency amid rising reach costs.
For brands operating across multiple markets simultaneously, synchronizing reach strategy across channels is critical: paid media, influencer marketing, performance advertising. A unified data management platform reduces audience duplication and optimizes CPM. In the influencer segment, a similar challenge is solved through centralized blogger selection with KPI forecasting based on historical campaign data — an approach practiced by the ETC team, ensuring media plan transparency and budget control at the integration launch stage.
Frequently asked questions
What is media buying and why do brands outsource it to agencies
Media buying is the purchase of advertising placements in media (TV, digital, outdoor, influencers) to achieve maximum reach within a given budget. Agencies have access to wholesale media rates, automation technologies, and historical performance data on formats, which reduces cost per contact and accelerates campaign launches.
How do AI platforms change advertising budget management
Artificial intelligence automates audience analysis, media selection, and budget allocation across channels in real time. This reduces manual labor, minimizes targeting errors, and enables quick reallocation of funds toward effective formats. The result is increased ROMI and reach at the same cost level.
Why do brands change media agencies
The main reasons are insufficient budget spending transparency, lack of advanced data analysis technology, and agency expertise misaligned with the brand's new markets. A competitive tender for a new partner allows brands to secure better purchasing terms and access to modern automation tools.
In brief
- Skechers appointed Horizon Global as its media partner across 31 countries in Latin America, Asia-Pacific, Central and Eastern Europe following a competitive tender
- The decisive factor was access to the BluConverged AI platform for managing audience, data, and campaign activation
- International markets generate nearly two-thirds of Skechers' revenue and remain a growth priority following the brand's privatization for 9 billion dollars
- In the US, Dentsu will continue handling Skechers' media buying — the change only affects global markets
- Adidas also changed its media partner in June 2026, shifting 512 million dollars from WPP to Omnicom — a trend reflecting footwear brands' demand for technology-driven solutions and transparency
- Synchronizing reach strategy across paid media and influencer marketing through a unified data platform reduces audience duplication and optimizes cost per contact
Want to see where the market is heading before your competitors do? The ETC team builds a media strategy and media plan for your niche — with reach forecasts and KPIs fixed in the contract.
