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Skechers signs 'Idol' winner David Cook for endorsement

Jul '08
SKECHERS USA Inc, a global leader in the lifestyle footwear industry, announced that it has signed recent American Idol winner and rising star David Cook to a global endorsement agreement. This deal marks the first male celebrity to make SKECHERS' roster since 2002, when actor Robert Downey Jr. was the face of the global brand, and the second American Idol winner, with Carrie Underwood being the first in 2005.

With exclusive worldwide rights to advertise footwear using Cook's image through December 2009, SKECHERS will feature the 25-year-old singer in various SKECHERS' styles through a campaign that will reflect his personality, interests and appeal. Launching in Fall '08, the campaign coincides with the “PopTarts American Idols Live! Tour 2008,” and the debut of David's first post-Idol album on 19 Recordings/RCA Records. The SKECHERS Cook campaign will include print, outdoor and in-store.

“I have always viewed SKECHERS as a cool company, so I am excited to be a part of their campaign,” said Cook, who proved his enduring popularity by breaking an all-time Billboard chart record with 11 songs debuting on the Hot 100 in a single week after winning American Idol. “They've had some sensational singers like Carrie Underwood and Christina Aguilera as they were starting out and it will be great to be a part of the SKECHERS roster.”

“We are thrilled that David will be representing SKECHERS in our marketing campaigns around the world,” stated Michael Greenberg, president of SKECHERS. “As a dynamic performer with a friendly, approachable personality, he's a perfect fit for the SKECHERS brand and an exciting next step for our tradition of successful partnerships with emerging music stars.”

Greenberg continued, “The crossing-over of fashion and music is beneficial to both industries, and benefits the stars and the brands associated with them. For this reason, we have invested in such phenomenal stars as Britney Spears, Christina Aguilera, Carrie Underwood, Ashlee Simpson, and now, David Cook.”

Along with celebrated songstresses Spears, Aguilera, Underwood and Simpson, and male stars like Rob Lowe, Matt Dillon, former Lakers player Rick Fox and Downey Jr. have all appeared in SKECHERS marketing campaigns.

Mr. Cook did not plan to try out when he went to support his brother at the Omaha, Nebraska auditions for season seven of American Idol. Despite his intentions, he was convinced to sing, and was selected to continue to the Hollywood round.

The guitar-playing rock singer overcame the odds to beat out over 100,000 contestants before advancing to the top 24. David received the necessary votes to stick around week after week, until he eventually won the title of “American Idol” at the finale in Los Angeles on May 21, 2008.

The global endorsement agreement was signed with 19 Merchandising Limited on behalf of Mr. Cook.


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