Skechers jumps on accidental post by David Beckham during ...

31 Jan 2024

Marketing Interactive

Football icon David Beckham has been on a tour around Asia as he promotes 30 years of adidas' Predator range as its long-time brand ambassador. However, a seemingly innocent post with fans during a stop in Seoul, South Korea this week has gotten the star into a touch of trouble.

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In an Instagram post, Beckham took a video of fans lining up to see him at adidas's Korea store.

In the video, Beckham panned the camera to show the full scale of the number of fans. However, in one frame, he managed to capture the storefront of rival sneaker brand Skechers which appears to be directly opposite the adidas store.

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Skechers Malaysia was quick to jump on the post and reposted it to their Instagram Story with the caption, "We see Skechers".

Beckham has been an ambassador with adidas since 2003 when the footballer signed a lifetime deal with the brand. He was reportedly paid £115million for the deal which was one of the biggest sponsorship deals in sport at the time.

While the post has not been taken down by Beckham, it has fueled a friendly competition between the two sneaker brands and also brought to the forefront the need for marketers to keep an eye on content generated and posted by their influencers. This is especially as influencer marketing grows in popularity with 67% of marketers saying that they are upping their investment in influencer marketing this year.

Out of the marketers who are increasing their investment in influencer marketing, 23% have dedicated nearly half of their total budget to it.

This surge is likely due to the evolving consumer landscape where today's consumers crave authenticity, a personalised touch and narratives that resonate with their personal experiences and aspirations.

Additionally, the distinction between influencers and creators will become a key element in influencer marketing in 2024, said influencer marketing platform Partipost in the report titled "2024 Influencer Marketing Insights: Key Metrics and Industry Trends". This is especially since the trend is leaning towards creators, it said.

In addition, the approach to measuring the success of influencer marketing in 2024 has shifted to more nuanced and comprehensive metrics, said Partipost. Where engagement, reach and views continue to be essential, there is a growing emphasis on conversion rates, audience sentiment and quality of interactions to gauge the true impact of influencers.

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