Not long ago, golf and cricket occupied entirely separate niches within the sports industry. One was synonymous with meticulously kept fairways and exclusive country clubs, while the other was linked to community village greens and vast international stadiums. However, the boundaries between these two sports are becoming increasingly indistinct.
Skechers, a brand that initially forged significant credibility and momentum in the sports world through golf, has now entered the cricket arena. This move serves as the latest illustration of the deepening connection between the two sports.
The American brand recently announced a new collaboration with Birmingham Phoenix in The Hundred cricket competition. This journey is a direct contrast to that taken by Payntr, which transitioned from cricket into golf. It highlights a growing trend where major sportswear companies are discovering that the golf course and the cricket pitch share more common ground than ever before.
Skechers Steps onto the Cricket Pitch
Many are familiar with Skechers’ television advertisements featuring golfing champions like 2022 US Open winner Matt Fitzpatrick and two-time major winner Brooke Henderson. The brand has achieved considerable prominence in golf, establishing a strong presence on professional tours and within major tournaments.
Skechers has earned a reputation for manufacturing exceptionally comfortable footwear, a sentiment widely affirmed by users. Whether offering modern aesthetics, versatile designs, or incredible stability, Skechers provides options to suit every preference.
The transition into cricket is not as significant a leap as it might initially appear. Both sports share similar seasonal periods, overlapping participant demographics, and robust participation bases in major markets such as the UK, Australia, South Africa, and India.
From a footwear design standpoint, there are also striking resemblances between golf and cricket shoes. Both sports feature spiked and spikeless options, demand stability during rotational movements, and require substantial comfort for extended periods of play.
These shared characteristics make the crossover much more natural than it might initially seem.
Payntr’s Reverse Journey
Payntr initially built its reputation within cricket footwear, collaborating with elite players and focusing on lightweight performance designs for fast bowlers and batters. Its origins in cricket are hardly surprising, given that founder David Paynter is the great-grandson of Eddie Paynter, an English cricket legend known for the highest Test batting average (59.23) of any England batter with 20 or more Tests.
After solidifying its credibility in cricket, Payntr expanded into golf, launching a performance footwear line specifically designed for serious players. Few footwear brands have made such a rapid impression as Payntr. Their products have even received approval from former world number one Jason Day, who has previously collaborated with the brand.
In 2026, more ambassadors joined Team Payntr, including Min Woo Lee and Sam Burns. Justin Rose also relies on Payntr for support on the fairways and greens.
A Familiar Strategy
Skechers and Payntr are by no means the first companies to operate successfully across both golf and cricket. Several major sportswear brands have historically bridged these two sports:
New Balance has maintained a long-standing presence in cricket through player endorsements and equipment lines, while simultaneously holding a strong position in golf footwear. The brand’s reputation for comfort and stability has proven equally valuable in both sports.
Adidas, too, has seamlessly transitioned between these two categories. The company has produced a wide range of products, from cricket whites and footwear to high-performance golf apparel and shoes.
Whether sponsoring the Indian national cricket team or outfitting one of golf’s most promising talents, Ludvig Åberg, Adidas holds a significant presence in both sports.
More recently, Castore has aggressively expanded its reach across various sports properties, including cricket teams and golf partnerships. This relatively new performance brand has positioned itself as a modern alternative to established sportswear giants, targeting elite athletes across multiple disciplines and notably partnering with Matt Fitzpatrick in the past.
