Boring Doesn't Sell
The Right Player... But the Wrong Person
Harry Kane is Mr England. He’s everywhere right now and keeping this country’s dream of finally bringing ‘it home’ alive.
Harry Kane, the player is everything you want when trying to disrupt a football boot market as a new brand entering the space. Which is why in August 2023, Kane signed a lifetime deal with Skechers, as the first elite player to wear the brand. The face of their first ever boot, the SKX_01.*
The best goal scorer in the world, yep.
The best finisher in the world, yep.
The most complete forward in the world, yep.
Arguably the best passer in the world, yep.
If you’ve actually watched him play either during his Spurs days or for Bayern, you’d make the case, he’s the best playmaker in the world.
But… he’s not the guy I’m betting on to sell boots.
He’s like the Tim Duncan of football. Going to have one of the best careers on paper of all time. Unbelievable locker room guy and team mate. But just not somebody who kids want to be like.
There is a reason, Ja Morant, a player who a lot of NBA teams didn’t value as an asset, is worth so much to Nike. Him, the way he plays, the attitude and the good (and bad) behaviours that come with him, sell shoes. People don’t buy boring. Even with Ja Morant playing a total of 20 out of 82 games during the 2025/26 season, he had the top selling basketball sneaker on StockX in 2025.
Harry Kane will get highlights like his second goal against DR Congo but his lack of aura and personality has people appreciating him, but not wanting to be him. Meaning nobody is needing to wear the Harry Kane Skechers in the school yard.
Skechers could learn a thing or two from New Balance who have done it extremely well. They signed the original ‘Star-boy’ in Saka and the next coming, 19 year old Endrick. Off the field they’ve expanded their lifestyle collaboration with Stone Island. Which caught the attention of the fashion world and those like myself who won’t be lacing up boots.
If you’re trying to take sales away from Nike and adidas, you won’t do it with someone as harmless as Harry Kane.
As always, thanks for reading.
Hayden
*Why it’s named like a design concept file, I don’t know.
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