Skechers signed Ruud Gullit, football legend and former captain of the Netherlands National Team, as its first ambassador in Benelux.
Gullit, twice named World Soccer Player of the Year and known as a “Total Footballer,” will be featured in multi-platform marketing for Skechers’ footwear and apparel collections, including Skechers Hands Free Slip-ins, as his first campaign.
“Ruud Gullit is the ideal choice for Skechers because of his charisma, enthusiasm and humor,” said Maurice van Berkel, country manager, Skechers USA Benelux B.V. “As a football legend who has made significant contributions to Dutch and European football, Ruud has an instant connection with fans across the region. We are excited to embark on this journey together, beginning with our new Skechers Hands Free Slip-ins campaign, reaching new heights and enhancing his role in our dynamic and ambitious brand growth.”
Born in Amsterdam, Ruud Gullit is considered one of the greatest Dutch footballers of all time. He has played for the HFC Haarlem, Feyenoord, PSV, AC Milan, Sampdoria, and Chelsea. Gullit captained the “golden generation” that became European champions in 1988. After playing, he transitioned into coaching roles, including clubs Newcastle United, Chelsea and Feyenoord. Today, he works as a football analyst on sports programs.
In addition to Gullit, Skechers features former footballers in its lifestyle advertising across Europe, including Jamie Redknapp, Frank Lebœuf, and Fabio Cannavaro. The brand also has a roster of premier league football players competing in Skechers boots, including Harry Kane, Mohammed Kudus, Oleksandr Zinchenko, and Anthony Elanga.
Skechers USA Benelux B.V. is a subsidiary of Skechers U.S.A., Inc., a Fortune 500 company, based in Southern California. Skechers designs, develops and markets lifestyle and performance footwear, apparel and accessories for men, women and kids. The company’s collections are available in 180 countries and territories through department and specialty stores, direct-to-consumer through skechers.com and approximately 5,200 Skechers retail stores. Skechers manages its international business through a network of wholly-owned subsidiaries, joint venture partners and distributors.
