Skechers USA, Inc. announced that the Dallas Mavericks owner Mark Cuban will play a key role in the company's third consecutive Super Bowl commercial, which will premiere during the coveted two-minute warning in the first half. The ad will support the new performance running line, Skechers GOrun.
“I pride myself on identifying technological breakthroughs and I have been wearing Skechers mid-foot strike products since they were introduced and felt the difference after standing on the court for hours at a time,” said Cuban in a statement. “Now Skechers has built the Skechers GOrun, which I consider the ultimate running shoe. I even have
our team's trainers checking them out so we can benefit our players with this technological breakthrough. Skechers is coming to the running game with a star player, a real winner, and I am happy to be backing this exceptional product.”
Because the billionaire businessman is a true believer in the brand, he agreed to “buy into” the Skechers brand by committing to a host of television, print, outdoor, instore, online and viral marketing campaigns, the first of which is the Skechers GOrun Super Bowl commercial.
“Until just a few years ago, Skechers was known purely as a lifestyle company. We are now building breakthrough performance product and with Skechers GOrun, we are entering the estimated $13 billion dollar global running business,” began Michael Greenberg, president of SKECHERS. “Our success in this market depends first on designing a stellar, relevant product, which we have done, and second on getting the word out. I can't imagine a better spokesman than Mark Cuban – one of the most talked about, charismatic and media-savvy pro-team owners in the world today.”
In addition to the Mavs, Cuban owns Landmark Theaters as well as the HDNet cable network, is a best-selling author with his 2011ebook How to Win at the Sport of Business: If I Can Do It, You Can Do It, and his face is a constant fixture on television. He competed on the fifth season of ABC's Dancing With The Stars, recently had a recurring role playing himself on HBO's Entourage, and is once again starring in ABC's hit show Shark Tank, which begins airing later this month.
For its third consecutive Super Bowl spot, the footwear company will use humor to highlight the features and benefits of Skechers GOrun, its innovative new minimalistic running line.
Leonard Armato, Skechers Fitness president, explains: “Success in the Super Bowl advertising world is dependent upon one of two things: either being sexy, which we did last year with Kim Kardashian's 'Break Up' spot, or being humorous. You'll see that by partnering with Mark in this spot we are focusing on humor – and embracing our position as an underdog as Skechers launches a new lightweight, flexible running shoe with revolutionary mid-foot strike technology.”
Skechers GOrun launched globally in Holiday 2011 with an extensive multimedia campaign that began with elite runner, 2009 NYC marathon champion, and 2004 Olympic silver medalist Meb Keflezighi achieving a personal record while wearing Skechers GOrun footwear at the 2011 NYC Marathon on November 6. Skechers GOrun television, print, outdoor, online, in-store, and grass roots marketing ran through the year, and will continue again after the new Super Bowl campaign.
Designed by the company's Advanced Concepts Team after three years of research working with elite runners, Skechers GOrun is appealing to runners at all levels because of its revolutionary mid-foot strike technology and GOimpulse sensors for enhanced sensory feedback. In addition, the flexible line features a 4mm heel drop that brings the runner 66 percent closer to the ground than traditional running shoes for a natural barefoot experience and is ultra-lightweight at just 6.9 ounces (size 9 men's) and 4.9 ounces (size 6 women's). Skechers GOrun is available in sporting goods, department and specialty athletic stores, and Skechers stores around the world.
Skechers GOrun kicked off an expanding collection of ultra-lightweight performance products featuring GOimpulse sensors. The recently released Skechers GOwalk and Skechers GOplay lines bring this technology into the casual world for an everyday recovery experience. In 2012, the company will introduce Skechers GOtrain – a line featuring lateral support for the gym developed through testing with New England Patriots running back (and SKECHERS athlete) Danny Woodhead; Skechers GOtrail, a line designed specifically for trail runners constructed with a tough new compound called Resagrip; and Skechers GObionic, a groundbreaking zero drop minimal running shoe featuring an innovative biomimic design.
