Stride Rite Corp. will become a sponsor of the SpongeBob SquarePants television show as part of a new promotion behind its SuperBall footwear line.

Under the agreement, Stride Rite's children's footwear line, known as stride rite, will be a co-sponsor of “SpongeBob SquarePants Friend or Foe?,” a special network event set for April 13; Stride Rite said it will use Nickelodeon as the marketing platform for its SuperBall footwear line.

The partnership will include stride rite messaging on-air, online on, and in the April issue of Nickelodeon Magazine, the companies said.

“Stride Rite has been committed to kids for many years, which makes this pairing with Nickelodeon, the top entertainment brand for kids, a natural fit,” said Phil Risinger, Vice President of Marketing for stride rite. “SpongeBob SquarePants Friend or Foe? not only gives the stride rite brand exposure during the highest-rated kids' television show, but creates awareness for SuperBall with kids during our peak spring season.”

The SuperBall footwear line is the first ever to incorporate authentic SuperBall Zectron (TM) technology with SuperBall in the heel of the outsole. These shoes also feature highly responsive, multidirectional traction lugs on the sole to keep kids “on their feet” no matter how fast those feet are going. They also are built with a unique midsole that dramatically reduces weight and maximizes cushioning from heel to toe with each step. The upper is constructed using “high-frequency” welding for lightweight durability. With three different styles: Lace, Hook & Loop and Z Strap so there is a fit for every foot. For boys and girls; sizes 4 (baby) to 7 (youth).

Nickelodeon is part of Viacom Inc., a New York media company.
(By Chris Reidy, Globe staff)