SKECHERS SIGNS CHRISTINA AGUILERA FOR INTERNATIONAL CAMPAIGN
By Adnews Staff
Footwear manufacturer Skechers USA has signed an 18-month international marketing agreement with pop singer Christina Aguilera. For the duration of the agreement, Aguilera will grant Skechers exclusive rights to international print media for footwear, including magazine advertising and point-of-purchase displays. The campaign will begin in October in women's, teen's and pop culture magazines to coincide with the European leg of Aguilera's current concert tour. The ads will promote Skechers' product lines for women: Sport, Active and Somethin' Else. The campaign will run until December 2004. "We have had great success with celebrity endorsements internationally," said Larry Remington, president of the company's international division. "We believe signing Christina Aguilera, a beautiful and talented singer with a Top 10 hit in many international countries, is going to further increase our brand recognition in Europe, Asia, Latin America and other regions around the world."