The Manhattan Beach, Calif.-based company has tapped Kim Kardashian and her mom, Kris Jenner, for its Skechers Shape-ups global marketing campaign, slated to launch next spring.
“The Kardashians are the definition of pop culture. Everything they do, people are inspired to emulate,” said Skechers Fitness Group President Leonard Armato.
The mother and daughter duo will participate in a fully integrated campaign, including television, print and online advertisements.
“[Skechers Shape-ups] provide something for everyone,” said Kardashian. “And, more important, they maximize your workout.”
Kardashian and Jenner will also work with the product team on a new collection, launch an interactive “Shaping Up With the Kardashians” challenge (along with sisters Kourtney and Khloe) and feature the brand on their reality TV show “Keeping Up With the Kardashians.”
Shape-ups has already been endorsed by several public figures, though mainly in the sports field. Athletes Joe Montana, Karl Malone and Kareem Abdul-Jabbar have all served as spokesmen.
Armato said the Kardashians will definitely help the brand expand its reach further, especially among the female audience. “Kris is someone who career women and moms look up to,” he said. “And Kim is probably the hottest celebrity in the world right now. The heat she generates is unprecedented.”
Footwear News caught up with Kim Kardashian to get the scoop on the new deal.
FN: Why did you decide to partner with Skechers?
KK: My mom and I, as well as [my sisters] Kourtney and Khloe, are constantly on the go and have to get a workout in whenever and wherever we can. I love that these shoes are something that my entire family can use. Shape-ups are the perfect fit for our busy lifestyles. They allow us to enhance our fitness level no matter where we are and what we’re doing. There are styles that fit each of our individual needs and interests. My mom really loves the original Shape-ups and I can’t get enough of the SRTs. The best part is that you feel like you’re working out even when you’re walking.
FN: You and your mother will both be spokeswomen for the brand. Do the two of you often work together?
KK: I always love working with my mother. With all the traveling we have to do, it’s always fun to mix work and family time together. That’s why we love shooting our show. And with our Shape-ups partnership, my mom and I not only get to spend more time together but we also get to enjoy fun workouts.
FN: What will the Kardashian family challenge include?
KK: The “Shaping Up” challenge is a physical and mental challenge that we, as a family, will embark on that will include not only getting in better shape but also feeling and looking our very best. There will also be an opportunity for our fans and followers to get involved and take up the challenge.
FN: You’ve done appearances with Reebok for their EasyTone line in the past. Why did you decide to switch brand alliances?
KK: There really wasn’t a decision to switch, since we didn’t have a long-term partnership with Reebok’s EasyTone brand outside of a couple of appearances. The Skechers Shape-ups partnership, is just that — a partnership.