# Kickoff Footwear Commercials Skechers' Big Game Ad Stars Sofía Vergara By Laura McQuarrie | Published 2026-02-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/skechers-big-game References: [businesswire](https://www.businesswire.com/news/home/20260130199408/en/Sofa-Vergara-Kicks-Off-the-Big-Game-in-Skechers-Hands-Free-Slip-ins) & [about.skechers](http://www.about.skechers.com)  [Skechers'](https://www.trendhunter.com/trends/food-spot) Big Game commercial marks the footwear brand’s 13th Super Bowl advertisement and the spot airing nationwide ahead of the football game's kickoff stars Emmy and Golden Globe-nominated actress, producer and entrepreneur Sofía Vergara. Embracing the literal game-starting action and a metaphor for its shoes comfortably getting people moving, Skechers' cleverly placed ad spotlights easy-to-wear Skechers Hands Free Slip-ins, and sees Vergara say "adiós" to useless shoes that are a struggle to put on. Bad Bunny, who is credited with helping Spanish-language rap reach global audiences, will perform the Super Bowl 60 halftime show entirely in Spanish. As such, brands like Skechers are weaving Spanish-speaking icons and elements of Latin American culture into their commercials. “No one can kick off a game like Sofía," says Michael Greenberg, president of Skechers. "She brings energy, passion and attitude to the field with her signature style and confidence." ## Trend Insights (Trend Hunter) - Score: 7.5/10 - Popularity: 79% | Activity: 86% | Freshness: 61% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Celebrity Endorsement Evolution:** Brands are increasingly leveraging high-profile celebrities who bring not only star power but also cultural resonance, creating more impactful and relatable advertising campaigns. - **Cultural Inclusion in Advertising:** Advertisements that integrate diverse cultural elements and languages, such as Spanish, are appealing to broader and more varied audiences, reflecting an appreciation for multicultural inclusion. - **Functional Footwear Innovation:** With a focus on convenience and comfort, the development of shoes like Skechers Hands Free Slip-ins is disrupting traditional footwear designs, emphasizing ease of use in daily wear. ### Who This Affects Most - **Footwear Industry:** The industry is seeing a shift towards products that simplify everyday life, with innovations like slip-on technology that cater to consumer demand for convenience. - **Television Advertising Industry:** Celebrity-driven and culturally nuanced commercials are gaining traction, leveraging familiar faces to deepen viewer engagement and enhance brand recognition during major events. - **Entertainment Industry:** Culturally-rich performances like Bad Bunny's Spanish-language halftime show are highlighting the growing influence of Latin entertainment on mainstream platforms, opening avenues for related content creation. ## Related on Trend Hunter - [Multisensory Bathroom Activations](https://www.trendhunter.com/trends/pal-recuerdo.md) - [Adoptable Rabbit Races](https://www.trendhunter.com/trends/the-bunny-bowl.md) - [Beachtown-Inspired Pastel Shoes](https://www.trendhunter.com/trends/gazelle-indoor-2.md) - [Fanwear Collaboration Ranges](https://www.trendhunter.com/trends/concho.md) - [Musician-Supproted Rideshare Partnerships](https://www.trendhunter.com/trends/puerto-rico1.md) - [Latine-Targeted Streaming Services](https://www.trendhunter.com/trends/remezcla-mas.md) - [Spanish Crash Courses](https://www.trendhunter.com/trends/bad-bunny-101.md) - [Telenovela-Inspired Beauty Campaigns](https://www.trendhunter.com/trends/elf-cosmetics-big-game.md) - [Iconic Cognac Partnerships](https://www.trendhunter.com/trends/hennessy-x-bad-bunny.md)