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Tucker Carlson and Mark Steynr react to tweets from Kim Kardashian West and other celebrities (2-15-18).
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From humble beginnings and from the ashes of the once successful LA Gear,the Skechers brand has risen like a phoenix from the flames and grown to become the second largest brand of athletic footwear in the United States. It appears to be continuing to go from strength to strength and reinforcing its market share with clever marketing and frequent celebrity endorsements helping to bolster sales.
It is now second only to another well known American footwear and athletic clothing brand that is well known to encourage people to,” just do it!”.
It seems that the rivals have been listening closely and heeded the advice and are closing the gap between them. Initially the company did not attempt to compete directly with Nike but has since branched out further into the running shoe and athletic footwear market.
An integral part of the success of Skechers is due to the intelligent marketing of the brand and now recently it is undergoing a spate of celebrity endorsements. Celebrity endorsements of a product and brand have always been sought after as they often do lead to an increase in sales as the brand or product is then perceived as trusted by the public and because people will often have a tendency to emulate celebrities in everday life. The rationale can often be that if it is good enough for celebrities it is good enough for me. Many people would like to think that they are wearing the same brand as their favourite celebrity.
Skechers has been selective however in the people it has selected to endorse its products. Meb Keflezighi is a prime example of a perfect endorsement. He is a famous runner and gained a lot of international attention when, against all the odds, he won a silver medal after a truly dramatic race in the marathon at the 2004 Summer Olympics in Athens.
He then went on to get second place in the competitive and prestigious 2004 ING New York City Marathon. Despite suffering a severe and a potentially career-ending injury during the 2008 Olympic Trials, Meb Keflezighi again, against all the odds, surprised the world of track and field by winning the 2009 ING New York City Marathon – that made him the first American to win consecutively in over 27 years. Now he is the most decorated distance runner in the United States of America. He is also the greatest ever runner in UCLA history, a twenty time National champion.
Meb Keflezighi will be running exclusively in Skechers and will be advocating and endorsing the Smartshoe (TM) a range of performance footwear for professional athletes and the serious enthusiasts.
He has also publicly stated that he will also be involved in the development of new performance products and in a very clever marketing move he will be coordinating the launches of any new products to coincide with any major events he is scheduled to participate in.
“SKECHERS’ new performance shoes change the way I run for the better,” said Keflezighi. “I’ve been a heel strike runner my entire life, but I am now wearing SKECHERS to maximize the efficiency of my foot strike. My shoes are my most essential piece of equipment and right now SKECHERS has the footwear I need to succeed. I’m excited to be partnering with this groundbreaking company (quoted from the online Skechers blog). Kim Kardashian has also been quoted as describing the company as a brand she believes in. To complete the coup, the company has also added National Football League running back Danny Woodhead of the New England Patriots as a high profile spokesman for the brand too for the Skechers Fitness Wear collection.
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