Thanks to celebrity endorsements from the likes of Demi Lovato and other, less deliberate plugs such as a co-sign from the 'King of the Youth' Ian Connor, Skechers has apparently been killing it. So much so that investment firm Morgan Stanley has issued a report saying the brand may be doing better than we ever could have imagined. 

In 2014, Skechers hit record sales of $2.4 billion and shares more than doubled in the past year alone, prompting Morgan Stanley analysts to predict it could position itself behind Nike as the number two footwear brand in America.  

So just how did the company get this far without anyone noticing? Morgan Stanley points to a few factors, including Skechers' recent shift from focusing on knock-offs of popular designs to establishing its own identity as a brand. They also cite improved factories and distribution centers, as well as on-trend marketing, as other causes of the surge. 

Is this going to be enough to make sneakerheads cop a pair?

[via Business Insider]