Skechers USA Inc. steps into the race for the Triple Crown.
The Manhattan Beach, Calif.-based company announced today it will sponsor California Chrome’s run at Belmont Stakes in New York on June 7.
The American thoroughbred has snagged six titles, most recently at the Preakness Stakes and Kentucky Derby, and needs to win at Belmont to become the first horse to claim the Triple Crown in 36 years.
As part of the sponsorship, Skechers’ logo will appear on California Chrome’s blanket, barn and racing gear, while owners Perry Martin and Steve Coburn, and trainer Art Sherman will wear team jackets, caps and apparel from the athletic brand.
“Skechers is a worldwide brand, so it’s natural for us to partner with California Chrome on a global scale,” said Robert Greenberg, chairman and CEO of Skechers.
“Every sports lover in the country will be watching this race, and it’s also a great way to reach male consumers.”
In his bid for the title, California Chrome is the 13th horse since 1978 to attempt the sweep.
“We just watched Meb Keflezighi win the Boston Marathon wearing Skechers Performance shoes in April,” said Coburn, “so we know Skechers has a good track record when it comes to picking winners in high-profile races.”
“We launched our Skechers Go division with a Super Bowl commercial starring Mr. Quiggly, a scrappy French Bulldog that beat a pack of Greyhounds on the racetrack,” Greenberg told Footwear News. “Similarly, our sponsorship of California Chrome also will bring global exposure to Skechers, and we’re excited to partner with a champion thoroughbred racehorse.”
The footwear brand recently announced ad campaigns with Pete Rose and Joe Namath, and has a long history of working with athletes such as Joe Montana and Wayne Gretzky.