Skechers has launched what is said to be among the first permanent Proto hologram installations in a footwear retail environment, bringing brand ambassador Howie Mandel to life as a life-size, interactive 3D hologram at its Manhattan Beach store in Los Angeles.
How the Experience Works
Shoppers visiting the Manhattan Beach location can interact directly with Mandel’s hologram, take a “proto selfie” with him, and access a special in store promotion. The activation ties back to the origin story of Mandel’s relationship with Skechers. Before becoming a brand ambassador, he walked into a Skechers store, took a selfie, and joked he should get a discount for representing the brand. That moment became the foundation of the partnership, and the hologram now lets every shopper relive it firsthand.
More Than an Activation
The Proto hologram OS powering the installation is capable of AI driven interactions at a sophisticated level. Brand ambassadors can appear live inside the Proto unit, interacting with shoppers in real time, while AI avatars can hold conversations in any language, making the technology as functional as it is theatrical. Skechers president Michael Greenberg said, “Retail is theater, and we’re excited about how technology can enhance it. The proto is just the beginning of what this technology and other personalities can do.”
A Blueprint for Thousands of Stores
Greenberg has made clear this is not a one off stunt. He expressed hope that the hologram technology would be rolled out to thousands of Skechers stores, framing it as part of the brand’s broader identity as a technology company. Skechers joins Nike and Puma as brands that have used in-store holograms to create immersive retail experiences, but the permanent nature of this installation, rather than a limited-time pop up, sets it apart from most precedents in the footwear category. For a brand competing at Skechers’ scale, turning every store into an entertainment platform is a meaningful differentiator at a time when foot traffic alone is no longer enough to drive loyalty.
