Skechers has signed American Idol winner and rising star Carrie Underwood to a global endorsement agreement. After successfully partnering with music sensations Britney Spears and Christina Aguilera from early fame through the height of their careers, Skechers has now chosen Underwood to carry the torch.
Underwood became the new American Idol after more than 500 million votes were cast during the season, which had more than 30 million viewers in the U.S. alone, and was shown in numerous countries around the world. With her recording career off to a fast start with a No. 1 single, the Company believes that Underwood is also going to be a global superstar with lasting power.
“Being a part of Skechers is exciting. It is such a hip company with a great attitude and image,” said Carrie Underwood, whose first single “Inside Your Heaven” broke Billboard chart history as the first country music artist to debut at No. 1 on the Hot 100 Chart. “I've been wearing SKECHERS for years, so for me this is a really great project. I can proudly endorse Skechers — and happily add more pairs to my closet!”
With exclusive worldwide rights to advertise footwear using Underwood's image through December 2006, Skechers will feature the 22-year-old singer in Skechers sport and fusion styles in several scenes that reflect her interests. Launching in Fall '05, the campaign will coincide with the “American Idols Live! Tour 2005” and the debut of her country album, which is set to release in November on 19 Recordings/Arista.
“We are extremely excited to have Carrie represent Skechers in our marketing campaigns, and to be affiliated with such a dynamic performer. Beautiful and talented, she is a superstar, yet she has a refreshing style and very unaffected charm,” stated Michael Greenberg, president of Skechers. “She is the kind of star young women can relate to — as if they know her. Like our previous campaigns with celebrities, this campaign will be an incredible union of Skechers' attitude and Carrie's natural image and style.”
Greenberg continued: “The mix of fashion and music is essential to both our industries and truly benefits the stars and the brand's associated with them. For this reason, we have invested in such phenomenal stars as Britney Spears, Christina Aguilera, and now Carrie Underwood.”
Miss Underwood was a Northeastern State University student in Tahlequah, OK when she made a snap decision to drive to St. Louis with her mother to try out for the fourth season of American Idol. With a passion for country music, the blonde singer from a farm in Checotah, OK beat out more than 100,000 hopefuls to make it to the top 24 who would appear on the Emmy Award-winning American Idol show, and ultimately win at the finale held at the Kodak Theater in Los Angeles on May 25, 2005.
The global endorsement agreement was signed with 19 Merchandising Limited on behalf of Miss Underwood.
