Skechers USA was honored as Brand of the Year for the second year in a row at the 2016 Footwear Industry Awards. The brand was also named Ladies Brand of the Year, and received other honors including the Platinum Shoe Award and Personality of the Year. The annual awards ceremony was held on Feb. 21 during the Moda Footwear Show in London, and was organized with the support of the British Footwear Association (BFA), Independent Footwear Retailers Association (IFRA), The Society of Shoe Fitters and Footwear Today. Skechers reached an annual sales record of $3.15 billion in 2015. The brand's campaigns for 2016 include famous ambassadors and influencers such as Meghan Trainor, Demi Lovato, Kelly Brook and Ringo Starr.