Skechers Signs Demi Lovato for Fall

Skechers is singing to a new tune. The California-based brand named pop star Demi Lovato as the face of the women’s line for fall through 2016. “We’re very excited to have a young singer, like [past faces] Britney Spears, Christina Aguilera and Carrie Underwood,” said Robert Greenberg, CEO and chairman. The global campaign will feature Lovato in digital, in-store, print and TV ads. And Lovato had a busy year, too. The Disney star-turned-pop princess released her single “Really Don’t Care” last week and went on a world tour promoting her fourth album. “My generation grew up with Skechers,” Lovato said in a statement. “Now with their cool styles and fun colors, I’m excited to introduce the collection.”

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