A prestigious American sneaker brand opened its first store in Argentina

In a scenario of import opening, several international brands began to show interest in the Argentine market to establish themselves or expand their presence in the short term, driven by the economic recovery achieved by the Government of Javier Milei. One of them is the American company Skechers, which recently opened its first store in the country.

Headquartered in Manhattan Beach, California, Skechers has established itself as the third largest sports footwear brand in the United States in terms of revenue. Now it landed in Argentina with a store on the second level of Unicenter, located in the town of Martínez. Additionally, the brand already operates with its own online store.

Skechers's strategy was based on focusing on market segments underexploited by giants like Nike and Adidas. This tactic allowed it to achieve record sales of approximately $8.970 billion in 2024, with a projection to reach $10 billion in 2026.

Grupo Blanco, which already distributed Skechers products through digital platforms and chains like Dexter, Open Sports, and Sportline, led the brand's arrival in the country. According to local demand behavior and market evolution, the possibility of opening new branches in the future is being evaluated.

Sneaker prices start at $55,999, with the possibility of paying in up to six interest-free installments. The offering includes footwear for running, training, walking, and everyday use, with options for men, women, and children.

Skechers's arrival comes in a context where Milei's Government promotes the opening of imports of finished products, particularly in the clothing and footwear sector. This framework favored the arrival of brands that, until now, operated in the country through indirect sales or distributors.

Competition in the country

Within Argentina, the brand will face competition from other international firms in the same segment. One case is ON, the Swiss brand specializing in running shoes. Grupo Bisa plans to open two stores in 2026: one on the street and another inside a shopping center.

ON was created in 2010 in Zurich by former athlete Olivier Bernhard along with David Allemann and Caspar Coppetti, and in 2019, renowned Swiss tennis player Roger Federer joined as an investor and collaborator.

Meanwhile, the French chain Decathlon, focused on sporting goods, plans to return to the Argentine market. Its first phase in the country took place between 2000 and 2002 but was interrupted by the economic crisis. In this new phase, it plans to open its first stores in the City of Buenos Aires and in the Northern Zone, with plans to expand later to other regions.

Decathlon's return to the Argentine market occurs at a strategic moment, thanks to a partnership with Grupo One, led by Manuel Antelo and the couple formed by Sabine Mulliez and Pedro Aguirre Saravia.

On the other hand, in the footwear sector, the iconic British brand Dr. Martens also resumes its presence in the country with the opening of a new store in the City of Buenos Aires. The company had left Argentina in 2022 as part of its withdrawal from Latin America and due to import restrictions imposed by the Kirchnerist government of Alberto Fernández.

With an estimated investment of USD 400,000, the first store will be located in Palermo Soho, on El Salvador Street, and will offer the most iconic models like the 1460, Jadon, Sinclair, and the classic Chelsea Boots, along with some new arrivals. The launch is scheduled for July.

Other international brands that have already made their arrival in the country are Bath & Body Works and Victoria's Secret. Additionally, the arrival of brands like Gucci and JBL, among others, is expected soon.

The arrival of these foreign companies reflects a renewed interest in the Argentine market, driven by a scenario of greater commercial openness and the expectation of a sustained economic recovery.