Beginning with the Ironman 70.3 Pays d’Aix event in May, Skechers Performance —which was also the title sponsor of the 2015 Los Angeles marathon — will be on site at 26 of the 43 races in the Ironman European Tour. Athletes will don Skechers’ wares as they swim, bike and run through Switzerland, Austria, Germany, the U.K., Ireland, Spain, France, the Netherlands and Denmark, the company said.
“We are excited to be partnering with Ironman and these incredible athletes for this world-renowned series,” said Rick Higgins, SVP of merchandising and marketing for Skechers Performance, in a release. “Joining Ironman complements our global marketing strategy for the Performance Division, as this is an essential opportunity to connect directly with our target running demographic and build brand awareness across all of Europe.”
Higgins added, “This partnership exemplifies our continued support and commitment to the running community, and our involvement with this tour will emphasize to both serious and casual athletes across Europe that we are a major player in the running category.”
Skechers, the company said, will have a presence in the expo village and will be featured in event marketing — including race and event signage as well as new media and digital extensions.
“With the Skechers Performance mantra of ‘Go Like Never Before’ and their lightweight and innovative designs, we couldn’t find a more dynamic running shoe partner for our events in Europe than Skechers Performance,” Carola Ross, Ironman chief sales officer, said in a release. “We are thrilled to have them with us on this journey.”