The outdoor and print campaign, developed by DDB, features local pop star, Bo Bo Chan, to build awareness for the line of footwear in a marketplace already crowded with competitors, including Nike and Puma.
The ads are based on the US version which uses Britney Spears as the company's frontperson.
According to DDB Hong Kong general manager, Mark Crouch, Skechers' point of difference is that it is aimed at younger teens, between 13 and 18 years old, while the other brands extend into the 20s age group.
He added that the brand has a female bias to it. "The Skechers range at present is predominantly female-oriented (although) they are developing a more male range."