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Culture Skechers sponsors California Chrome

Skechers sponsors California Chrome

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Robert Francis
Robert Francis
Robert is a Fort Worth native and longtime editor of the Fort Worth Business Press. He is a former president of the local Society of Professional Journalists and was a freelancer for a variety of newspapers, weeklies and magazines, including American Way, BrandWeek and InformatonWeek. A graduate of TCU, Robert has held a variety of writing and editing positions at publications such as the Grand Prairie Daily News and InfoWorld. He is also a musician and playwright.

 

By Aaron Smith

NEW YORK (CNNMoney) – Skechers USA is placing a big bet on California Chrome by sponsoring the horse at the Belmont Stakes.

The chestnut colt named California Chrome does not wear shoes, at least not the kind made by Skechers. But Chief Executive Officer Robert Greenberg insisted that the sponsorship is a “perfect” fit.

“Skechers is a California brand, so sponsoring this horse with his uniquely California story makes perfect sense to us,” said Greenberg in a press release. “We’re proud to associate Skechers with the best Triple Crown contender in several generations.”

California Chrome will in the Belmont Stakes at New York’s Belmont Park on Saturday. He has already won the Kentucky Derby and the Preakness Stakes and can become thoroughbred racing’s first Triple Crown winner in 36 years by winning the mile and a half Belmont.

Skechers spokeswoman Jennifer Clay said the horse will wear the brand logo on his fly blanket. His trainers, jockeys and owners will also wear the logo. She would not disclose the financial terms of the deal.

Skechers is no stranger to the racetrack, but last time it was with dogs, not horses. The company’s 2012 Super Bowl commercial starred a French bulldog named Mr. Quiggly, who outpaced his greyhound opponents by wearing two pairs of Skechers shoes, allowing him to moonwalk across the finish line.  

 

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