A workshop at Shandong Guanshi Shoe Industry, a production partner for a global footwear giant, in Jining, Shandong. [Photo/Shandian News]

Sketchers, a major international footwear company, has started production at its new research, development and manufacturing base in Wenshang county, Jining, East China's Shandong province. The $80 million project was signed during the third Qingdao Summit of Multinationals.

The facility, operated by a local partner company, Shandong Guanshi Shoe Industry Co Ltd, already employs 1,200 workers and has generated annual sales of 300 million yuan ($44.29 million). Once fully operational, it is expected to produce 10 million pairs of shoes per year.

Sketchers initially leased a factory in Wenshang in 2021, becoming a core supplier. When it decided to build a northern China R&D and production base, several provinces competed to host it. Wenshang county made dozens of visits, resolved longstanding land issues, and set up a dedicated service team to secure the project.

The county is now a major hub for footwear and apparel in Jining, home to over 700 textile and garment firms. With this new base, the county aims to upgrade its industry value chain, attract more suppliers, and shift from traditional OEM to higher-value manufacturing.

The project not only expanded foreign investment, but also boosted the entire regional footwear industry. The success highlights Shandong's growing appeal to global manufacturers.