The choppy/consolidating (or perhaps worse) market conditions sometimes give the impression that growth plays do not exist, but that is not the case, and one growth company worth reviewing is Skechers.

Skechers USA Inc. (NYSE: SKX) designs and markets contemporary footwear for men, women and children under seven individual brands, including the Skechers, Michelle K, and Somethin' Else names.

In general, analysts expect adequate same store sales gains in FY 2008 for Skechers' 150 company-owned stores, and via department store distribution. Analysts also expect new product introductions to proceed cautiously, as the footwear sector braces for continued discretionary spending reductions by U.S. consumers, due to the sluggish U.S. economy.

Shares of Skechers (NASDAQ: SKX) are down more than 20% today after the California shoe company reported earnings of 32 cents per share, compared with 40 cents in the prior year. On average, analysts were looking for 43 cents. Sales grew 21%, but operating expenses outpaced that growth with a 27% rise.

CFO Fred Schneider blamed the earnings shortfall on costs associated with the Cali Gear line and the roll-out of other new products and brands, but also expressed optimism about consumer acceptance of the new brands: "Our backlog, comp store sales and our July pre-line meetings with key accounts lead us to believe that our positive trend will continue. We see many opportunities in the domestic and international marketplaces to propel the SKECHERS brand and look forward to further growing our brands."

I wrote about a more interesting side to the Skechers story back in April. The company had taken the extremely unusual step of promoting its stock with television commercials. This was around the time that CEO Robert Greenberg was dumping shares like they were going out style just as L.A. Gear did back in the 1990s -- Greenberg also founded that company.

Anyone who bought Skechers stock on the advice of the company's TV commercials that I saw during a Red Sox game can't be too happy right now. Given that there was no disclosure in the ad that Greenberg was selling shares or that investment in stocks involves risk, I question the ethics of the AD; I've spoken with a securities law expert who went so far as to question the legality of the ad.

In the meantime, I would stay away from Skechers, in part because of its seemingly slimy management.

During the Red Sox game Saturday, Skechers U.S.A Inc. (NYSE: SKX) ran an ad (several times) that began with a shot of the sneakers of several men sitting at a table. One of the men says something to the effect of, "I love the shoes so I figured why not buy the stock?" Then, the symbol for Skechers appears on the screen.

What is the point of this ad? Warren Buffett, one of the world's greatest executives, talks about the importance of focusing on the operations of a business rather than the stock price. And yet, Skechers appears to be promoting their stock through an advertisement that has almost nothing to do with selling sneakers.

But hey, maybe this is a bullish sign. To advertise their stock that prominently during a a baseball game, the management must have a lot of faith in it, right?

Well no. If you take a look at the recent insider trading, you can see there is perhaps an argument for why management might be focusing now on the stock price: