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Saucony signs deal with Summer Sanders to promote lifestyle initiatives

24 Jun '05

3 min read

Globally athletic shoes marketer Saucony Inc announced a multi-year partnership with Summer Sanders, one of the most successful swimmers in the history of the Olympic Games. As part of the relationship, Sanders will lend her support, voice and image to the company's advertising, publications, marketing and promotional materials as well as provide personal appearances. The partnership was negotiated by Lowell Taub of the SFX Sports Group.

After winning two gold medals, a silver and a bronze at the 1992 Olympic Games in Barcelona, Sanders retired from swimming to pursue a career as a television commentator. At that time, she also started running as a way to stay in shape and offset the demands of a hectic travel schedule. Sanders, co-host of NBA Inside Stuff since 1997, has seen her television career skyrocket over the past several years and includes hosting Nickelodeon's hit game show for kids, Figure it Out.

As her career has grown, so has her love of and loyalty to the sport of running. “Here's the deal with my running: I don't compete,” said Sanders. I've run in two marathons, but I didn't really compete. I wasn't out to break records or try to be among the top number of finishers. I only did it because I love it,” she said.

Saucony has been Sanders' brand of choice since she started running. “Having a women's size 11 foot can be challenging. I've been wearing the Saucony Hurricane for twelve years now. I can't find a better fitting running shoe—wide in the toe box and narrow in the heel—making my runs more comfortable and efficient,” she said.

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