Skechers Performance, a division of Skechers USA, Inc., announced Thursday it has signed a multi-year agreement to become the title sponsor of the Los Angeles Marathon. The city’s largest running event, scheduled for February 14, 2016, will now go by Skechers Performance Los Angeles Marathon.
In a statement, Skechers President Michael Greenberg called the partnership with the Los Angeles Marathon a “strategic step forward” for the company and its performance division. He added, “As a Los Angeles-based business, we have always wanted to be a part of this iconic race since we began developing our performance footwear division and we could not be more thrilled to join the Los Angeles Marathon as title sponsor.”
As title sponsor of the race, Skechers Performance will have a prominent presence at all marathon week activities including the Los Angeles Marathon Health and Fitness Expo, where the brand will sell official race merchandise featuring the newly created Skechers Performance Los Angeles Marathon event logo. The company will also outfit course volunteers and staff, and provide finishers’ shirts for all runners.
Skechers continues to be a thorn in side of the athletic footwear companies like Adidas and New Balance. The NPD Group named Skechers as the third largest athletic brand during the first half of 2015, ranked behind Nike and Jordan.
The title sponsorship of the Los Angeles Marathon builds upon Skechers Performance’s U.S. marathon portfolio. Currently, the brand is the official footwear and apparel sponsor for the Chevron Houston Marathon and sponsors elite marathon runners Kara Goucher and Meb Keflezighi, winner at the 2014 Boston Marathon.