SBD/May 7, 2014/Marketing and Sponsorship

Skechers Adds U.S. Runner Kara Goucher To Sponsorship Roster Alongside Keflezighi

Goucher ended her exclusive relationship with Nike in December
Skechers added U.S distance runner Kara Goucher to its sponsorship roster alongside ’14 Boston Marathon winner Meb Keflezighi, giving the shoe line, "more commonly known for its fashion footwear, two of America’s most established and popular distance runners,” according to Lindsay Crouse of the N.Y. TIMES. After ending her exclusive 12 ½-year relationship with Nike in December, as Keflezighi did in ‘10, Goucher “surprised the industry by accruing a range of unconventional sponsors, particularly the upstart Seattle-based women’s running apparel brand Oiselle.” The subsequent deal with Skechers “makes Goucher the only top professional runner to represent two major sponsors, one for shoes and one for clothing.” In Skechers promotions, Goucher will “wear both logos.” Skechers began its running line in ‘11, “making Keflezighi a high-profile, if aging, ambassador.” Now the brand hopes to “reinforce its credibility with Goucher.” Before choosing Skechers, Goucher “negotiated with six other companies” (N.Y. TIMES, 5/7).
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