Skechers Turned A Free Gift Into A Personality Pick
Client: Sketchers Singapore
What we made: PVC Shoe Charms
Campaign: Gift-with-Purchase
Industry: Footwear & Fashion Retail
The Campaign
Foamies was a brand-new collection for Skechers, not an existing line getting a refresh — clogs, slides, and sandals built around comfort and water-friendly wear, but what is special about this one? It for the summer sale. Skechers needed the launch itself to be memorable, not just the shoe. This came at a perfect time when the crock charms were all the rage to show their personality.
Source: Sketchets Singapore Instagram
What We Made : Shoe charms that brought their personality out.
The mechanic: buy any pair of Foamies, in-store or online, get a free pack of Cali Bits. The custom shoe charms themselves are made of PVC material- the same material behind most shoe-charm culture- chosen specifically because it holds color well, flexes without cracking, and can take the daily in and out of being clipped through a perforated upper without wearing down. It’s the right call for something meant to survive actual wear. Want more than one pack? Extra packs were available for S$5 each.
Rather than one generic design, everyone got the same version of the charms split into distinct personalities. A paw and bone pack for the dog-lovers, a skull and ‘no bad vibes’ pack for anyone with an edgy attitude, a flower and a crescent moon pack for something softer, and a cat, a heart, and a ‘meow ’, and rainbow set for the playful, quirky crowd. Nobody was handed the same gift. They were handed a choice of what suits them best.
That choice was the actual point. Foamies are built with the same perforated slots that made Crocs’ charm culture take off- an empty shoe with holes in it practically invited customization, and the younger crowd was here for it. Giving people four different personalities to pick from, rather than one fixed design, meant the charm wasn’t just a bonus item.
The packaging matched the same energy. Each pack of three charms sat on a black backer card done in a retro-arcade style with rainbow arcs, and “Sketchers” across the top. It meant the card itself looked like a collectible worth flipping through on a pegboard. The packaging brought that.
Why we think it works
The S$5 add-on packs did real work here too; once someone picked a vibe they liked, there was an easy, low-friction way to pick a second one instead of stopping at the free pack. That’s a small but deliberate lever- the gift wasn’t just there to sweeten the purchase; it opened its own small transaction on the slide.
Want to redeem your cusomters through custom shoe charms? Get in Touch with us.