Global athletic footwear brand Skechers establishing first African factory

The US-based company will initially produce 300,000 pairs of shoes a year at the North African facility, a figure rising to two million when the project is completed in 2031. 

“This project embodies the state’s strategy aimed at replacing imports with national production, through attracting productive foreign investments and strengthening partnerships with major global brands,” said Algeria’s Minister of Foreign Trade and Export Promotion, Kamel Rezig. 

He was speaking at the signing ceremony between Skechers and local partner Tradifoot. The latter is a major player in the distribution of international brand footwear in the Algerian market. 

Products manufactured at the facility will supply the Algerian market, other parts of Africa, and the Mediterranean region of Europe. 

Speaking at the same event, Skechers’ Vice President for Finance, Douglas Parker, highlighted Algeria’s strong growth and expansion potential.  

He noted that Skechers generated sales of US$9.6-billion in 2025, with projections exceeding $10-billion in 2026. He added that 65% of Skechers’ revenue comes from markets outside the United States, making expansion into Africa and the Arab world a strategic priority for the brand. 

Factory located close to Algiers 

The factory will cover 22,000 square metres in Bab Ali, located 20 kilometres west of the capital city of Algiers.  

Tradifoot said the project aims to “actively contribute to the development of ‘Made in Algeria’, create skilled and sustainable jobs, and position Algeria as a regional production and export hub.”  

Comments the prominent Algerian daily newspaper Echorouk El Yawmi in a news report: “Beyond the factory’s production figures, the project reflects Algeria’s broader ambition to attract international manufacturers and strengthen its industrial base.  

The investment could contribute to the development of local supply chains, skills transfer, and job creation while positioning the country as a regional manufacturing platform. If export targets are achieved, the facility may also reinforce Algeria’s role in connecting African, Middle Eastern, and European markets.” 

Competitor to the likes of Nike 

According to Ecofin news agency, Skechers ranks among the world’s largest sports footwear brands alongside Nike, Adidas and Puma.  

The company designs, manufactures, and markets a wide range of footwear, apparel and accessories for men, women and children. Skechers distributes its collections in around 180 countries and territories and manages international operations through wholly owned subsidiaries, joint ventures and distribution agreements. 

Skechers manufactures most of its sports footwear in Asian countries, including Vietnam and China.