Skechers has named Cheng Yi, actor from the popular drama Mysterious Lotus Casebook, as its brand ambassador. Cheng, with over 26 million Weibo followers, joins Skechers’ roster of celebrity endorsers, including Zhao Lusi. This move reflects Skechers’ strategy of targeting young consumers, exemplified by its collaborations with Yu Cheng'en and Jenny Zeng, both popular among young audiences.