For too long, the media and infomercials have portrayed our country’s youth in a very different way. As a result, the image of modern man, especially one about to enter active life, has remained diametrically opposed to reality. However, the tables are now turning and the young population is using a variety of innovative approaches to clearly communicate who they are rather than simply adapting to society’s definition of them.

Skechers, the Comfort Technology CompanyTM and a global lifestyle and performance footwear brand, has launched a campaign that shows how Siddhant Chaturvedi, a 21st century gentleman full of passion, drive and a positive attitude, can express his personality through its unique style.

Siddhant portrays the role of an ordinary young man who starts his day with a lot of energy and continues it throughout, dancing to the songs from the Street Ready Collection jingle! The fashionable look of these Skechers shoes has been faithfully mirrored by Siddhant’s bold and dynamic attitude and is an entirely new method for you to express who you are with maximum comfort and ease.

The character of Siddhant in this campaign is also a great call to all those young boys who want to break free from traditional male stereotypes and join the burgeoning interest in street culture in India. He also reflects the attitude of the country’s youth in a way never before seen in his new post, citing “My style is my Pehchan”. As a modern man, he thinks his street-ready shoe style is a fantastic way to express himself.

A big sneakerhead that the actor is, Siddhant goes on to say, “I’ve been a sneakerhead for as long as I can remember, and I’m thrilled to be a part of this launch. Street Ready for me is the epitome of a young and energetic India that seeks to break with old stereotypes associated with men and establish an ideal representation of who the modern-day man really is. I truly believe this collection will have something for everyone for any occasion.

Skechers hopes their announcement will appeal to the lively, youthful nature of the modern man. Moreover, its most recent collection will allow young customers to choose their favorite shoes for every occasion. Skechers is turning the tables with this campaign, showing the world that this new age guy is out to disrupt the cultural image and forge his own authentic identity. And when it’s ready to hit the streets, it’ll be the start of a new era in true modern style. He can now convey who he is through his choice of stylish shoes, whether he’s going to work, seeing elders or spending a casual evening with friends.

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