Skechers signs endorsement deal with California Chrome
Horse Racing, California Chrome

California Chrome has a new sneaker endorsement deal. Wait, what?

6/2/14 in Horse Racing   |   Pat   |   5233 respect

May 20, 2014; Elmont, NY, USA;  California Chrome outside the barn upon arriving in advance of the Belmont Stakes at Belmont Park. Mandatory Credit: Anthony Gruppuso-USA TODAY SportsCalifornia Chrome, the horse who won both the Kentucky Derby and the Preakness, now has a new shoe sponsor.

No, not horseshoes, like you might think. Chrome has a new endorsement deal with Skechers, the sneaker company best known for their "Shape-up" shoes, which have been falsely claiming to shape up posteriors everywhere.

Via ESPN:
Shoe brand Skechers will be featured on everything from the apparel of the horse's handlers to the horse's blanket, or fly sheet, to the barn leading up to the Belmont Stakes on June 7. The deal also requires team members to wear Skechers branding in the winner's circle should the horse win and allows Skechers to use California Chrome in marketing materials for a month after the race. Terms were not disclosed, but a source with knowledge of the deal said it's the largest deal in horse racing since UPS paid IAEH Stables to advertise on Triple Crown hopeful Big Brown in 2008.

Skechers CEO Robert Greenberg has basically admitted that his brand has all but given up on the young demographic, and is trying to target older consumers. It makes sense, since their primary endorsement deals are with Joe Montana (57 years old), Pete Rose (73) and Joe Namath (73).
 
"We're a marketing company that just happens to be in the footwear business. We're spending a couple bucks to the roll the dice and if this horse wins it all, we'll be part of it. Nike is religion for a lot of kids, so it's a tough market to break through. We're going after an older audience."

California Chrome is significantly younger, but horse racing certainly has an audience that is much older than (real) sports like basketball, football or baseball.

This is a pretty peculiar deal, but Skechers is just hopping on the latest gambling bandwagon. They're betting on Chrome to take home the Triple Crown, and that they'll be rewarded in the process.

We'll see if it works out for them.
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6/3/14   |   Jess   |   34925 respect

Pat wrote:
I own primarily Nike sneakers, but Asics are some of the best, most comfortable shoes ever.

I agree...I LOVE my Nikes for working out, but my Asics were the best to wear around Disney World for 4 days, on my feet for 10-12 hours each day or more.

6/3/14   |   Pat   |   5233 respect

Debi_L wrote:
Me too, and I wear them every day.  And Asics and DC's in this household too.  Many of each.....

I own primarily Nike sneakers, but Asics are some of the best, most comfortable shoes ever.

6/3/14   |   Debi_L   |   11868 respect

Jess wrote:
Did you spell it like Sketchers? I do that all the time

Me too, and I wear them every day.  And Asics and DC's in this household too.  Many of each.....

6/2/14   |   JenX63   |   32900 respect

Jess wrote:
Did you spell it like Sketchers? I do that all the time

lol, yeah

6/2/14   |   Jess   |   34925 respect

JenX63 wrote:
The Jockey! The blanket they cover him with before placing the saddle? The flowers they get for after the big win? This is seriously ridiculous. I can see it now: "Run like Chrome"! buy Skechers!
{ps: i spelled skechers wrong} edited to correct

Did you spell it like Sketchers? I do that all the time

6/2/14   |   JenX63   |   32900 respect

(Edited by JenX63)

The Jockey! The blanket they cover him with before placing the saddle? The flowers they get for after the big win? This is seriously ridiculous. I can see it now: "Run like Chrome"! buy Skechers!
{ps: i spelled skechers wrong} edited to correct

6/2/14   |   Jess   |   34925 respect

The pair of shoes I probably wear more than anything are my skechers slip-ons. It's too cold here for flip flops, and I'm lazy. Maybe I'm a little old too. Oh well. I do have Nikes though. And Asics. And about 7 pairs of DC's. 

And how exactly is this horse gonna advertise people shoes?

6/2/14   |   Debi_L   |   11868 respect

*sigh*  I wear Skechers for work.  I used to wear the Shape Ups but can't get them in Canada any longer, so now I wear the memory foam ones.  Guess I really am old :(