MediaBank: Skechers Goes Pro… Dearfoams Returns

Skechers’ Draft

Skechers USA Inc. is teaming with pro football hall-of-famer Joe Montana as part of a worldwide endorsement deal for the company’s Shape-ups product.

The deal, which is slated through 2010, covers all media, including print, TV and outdoor.

“I truly believe in this product, which is why I’m looking forward to working with Skechers and sharing my Shape-ups experience with the world,” Montana said in a press release. “I spent 16 years on a football field — it was an amazing time, but [it] also pushed my body to its limit. Since I started walking in Shape-ups, I have noticed an improvement in my core strength, and the pressure on my back and knees has eased.”

For his part, Skechers President Michael Greenberg said he is thrilled to have Montana. “We’re very excited that Shape-ups will be endorsed by such a remarkable sports icon,” he said. “We’ve had great success entering the fitness segment with Shape-ups, and having Joe Montana, a true athlete and icon, represent the brand will bring greater recognition to the brand in the sports world.”

Dearfoams Delivers

Iconic slipper brand Dearfoams is launching its first ad campaign since 2007, and is taking the outdoor route, with plans for billboards, bus shelter ads and mall banners.

The ads carry the tag line “Make Yourself Comfortable” and feature models in Dearfoams slippers engaged in activities such as shopping and dancing.

According to a press release, the campaign, developed by Lambesis Agency, was designed to highlight Dearfoams’ new focus on style and comfort.

Ads will appear in such cities as Milwaukee; St. Louis; New York; Seattle; Topeka, Kan.; Frisco, Texas; and Bentonville, Ark.

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