Skechers is planning an extensive multimedia campaign to support the launch of its minimal running shoe, GOrun, including an ad that will air during the 2012 Super Bowl as well as ones around the Men's Olympic Trials. Beyond television, print, outdoor, online and in-store efforts, grassroots outreach will bring Skechers GOrun to local road races and running events.
Skechers said GOrun is the first of a collection of ultra-lightweight performance products featuring GOimpulse sensors for natural and responsive feedback. Next will be Skechers GOtrain – a line featuring lateral support for the gym developed through testing with New England Patriots running back (and Skechers athlete) Danny Woodhead. Expanding this technology beyond the gym and track, a recovery line called Skechers GOwalk and a casual line called Skechers GOplay are soon to launch as well.
Elite runner, former NYC marathon champion, and 2004 Olympic silver medalist Meb Keflezighi will introduce the new line to the world on Sunday, Nov. 6 when he runs the 2011 ING New York City Marathon wearing a Skechers GOrun customized racing shoe. Keflezighi won the Rock 'n' Roll San Jose Half Marathon wearing a custom Skechers GOrun racing shoe last month, and he's also provided Skechers with expert insight by testing and consulting on the design of Skechers GOrun as well as other high-performance product currently in development.
“Our Advanced Concepts team invested three years of research working with runners like Meb to design a shoe that ensures a mid-foot strike and elevates the minimal and natural running experience,” said Leonard Armato, president of Skechers Fitness Group. “While Skechers GOrun is extremely flexible, responsive, lightweight and low to the ground like other minimalistic footwear, our GOimpulse sensor technology allows this shoe to have just enough Resalyte(TM) cushion for added protection against impact on any surface. Many people aren't comfortable running truly barefoot, so we're offering the best of both worlds, and that's just part of what makes Skechers GOrun appealing to runners at any level.”
Skechers in the 2011 Super Bowl ran an add for its toning footwear starring reality star, Kim Kardashian.
