Skechers has renewed its partnership with Thai actor and model Nattawin Wattanagitiphat for a third consecutive year, expanding his remit to Asia Pacific brand ambassador.
The appointment marks a first for the brand, with Nattawin becoming the first Skechers ambassador to move from a domestic role to a regional position.
In conversation with MARKETING-INTERACTIVE, Eileen Tan, regional marketing director of Skechers Southeast Asia said the move reflects how the partnership has evolved over time, said , pointing to Nattawin’s consistent alignment with the brand’s values of comfort, confidence and modern everyday style.
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Better known as Apo, he rose to prominence following a breakout role in 2022 and has since built a strong regional following, further boosted by a leading role in a 2025 historical drama.
Beyond entertainment, Nattawin has gained traction in the global fashion scene. He was named to the Business of Fashion 500 in 2023, recognising his growing influence in shaping industry trends. His reach extends to Singapore, where he has appeared on fashion covers and taken the stage at high-profile events, including a performance at The Star Theatre in 2022.
According to Tan, his elevation to a regional role was driven by the clarity and consistency he has demonstrated throughout the partnership, alongside his ability to connect across fashion and lifestyle spaces.
This was also reflected in key milestones, including the Thailand-exclusive “Skechers x Apo555” collaboration launched in 2025, which marked a deeper level of creative involvement beyond a traditional ambassadorship.
“What sets him apart is how easily he bridges the functional and lifestyle sides of the brand,” she said, adding that his ability to represent both comfort and style in an authentic way was critical as Skechers strengthens its lifestyle positioning across the region.
Nattawin first partnered with Skechers as its Thailand brand ambassador, fronting campaigns centred on confidence and individuality. The collaboration deepened in 2025 with the launch of the co-branded apparel line, aimed at strengthening the brand’s appeal among younger consumers.
In his expanded role, he will lead marketing campaigns and brand communications across six markets: Singapore, Thailand, Malaysia, Vietnam, Hong Kong and Macau. The appointment also aligns with Skechers’ broader Asia Pacific growth strategy, which focuses on building long-term brand equity while delivering a more consistent experience across markets.
Tan said increasingly connected and digitally engaged consumers are driving demand for more unified storytelling, particularly as audiences follow talent and content across borders.
“With Apo’s strong presence across multiple markets, we are able to deliver a more consistent brand expression while still adapting to what resonates locally,” she said.
This comes as consumer behaviour across Southeast Asia shifts towards more content-driven and personality-led engagement, particularly on digital and social platforms.
“There is a clear shift towards storytelling that feels authentic and relatable, rather than purely product-focused,” Tan added, noting the growing regional influence of Thai celebrities whose appeal increasingly transcends language and cultural barriers.
Through Nattawin, Skechers is also looking to deepen its connection with digitally engaged millennials who value both comfort and personal style, and who increasingly engage with talent beyond their home markets.
At the same time, the regional appointment supports efforts to balance consistency with localisation across Asia Pacific, where consumers share similar preferences around comfort, style and versatility.
Tan added that while Skechers continues to tailor campaigns to local audiences through initiatives such as creative collaborations, Nattawin’s role provides a “consistent regional anchor” to unify the brand’s narrative across markets.
Skechers has previously leaned on high-profile talent to reinforce its comfort-led positioning across markets. In August last year, the brand named Hong Kong actor Tony Leung as its APAC ambassador, spotlighting its Slip-ins and stand-up wear technology. The collaboration highlighted Skechers’ focus on blending comfort with lifestyle storytelling, with Leung framing his personal philosophy around balance, movement and ease.
Subsequently, Skechers also appointed actress, entrepreneur and fashion icon Sofía Vergara as a global brand ambassador. The partnership marked a broader push into the intersection of style and comfort, with Vergara reportedly discovering the brand independently while seeking supportive footwear post-surgery, before formal discussions with Skechers began.
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