Skechers Keeps Winning with Quirky Sponsorship Approach
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Skechers is on a roll.
The footwear company has racked up several big wins this spring, simply by being where other marketers are not. Let the Nike’s of the world pay big bucks for Tiger Woods and Roger Federer, Skechers prefers “quirky” deals and well-loved sports icons that other brands would dismiss as past their prime.
Skechers recently added Pete Rose and Joe Namath to its roster. And when elite runner Meb Keflezighi found himself without a shoe deal in 2011, Skechers scooped him up — and reaped the rewards when he won the Boston Marathon in April. It’s a strategy Skechers CEO Robert Greenberg has been employing for years, dating back to his days at L.A. Gear, which he founded in 1979. L.A. Gear signed on Kareem Abdul-Jabbar after he split with Adidas.
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