Britney Spears Signs Worldwide Marketing Deal With Skechers

By | January 16, 2002 at 12:00 AM

Britney Spears has signed an exclusive worldwide licensing agreement with Skechers USA Footwear Company to appear in advertising for the company’s 4 Wheelers roller-skate line. Under the terms of the three-year agreement, Skechers will have the right to advertise and sell a Spears collection of 4 Wheelers and skate accessories in the United States and throughout the world.

The 4 Wheelers license continues the Manhattan Beach, California-based company’s successful relationship with Spears, which began with an agreement to endorse and promote Skechers athletic footwear in international print ads from January 2001 through June 2002.

Skechers CEO and chairman of the board Robert Greenberg said in a statement: “We strongly believe our Britney Spears international print campaign in 2001 was an important catalyst behind our international growth. In 2001, the company’s international business has grown by approximately 50 percent. Over the past year, consumers in key markets-from England, Germany, and France to Japan, Australia, and the Philippines-repeatedly asked retailers for ‘the Britney shoe,’ the jogger she wears in the Skechers international ads. To us, this is obvious proof that Britney Spears is a tremendous spokesperson for Skechers.”

Greenberg continued: “It was natural to broaden her impact on the company’s business to the United States and reach more consumers overseas through a new agreement promoting Britney Spears 4 Wheelers, Skechers’ hot, hip line of roller skates. We think the Britney Spears collection of 4 Wheelers will result in consumers worldwide requesting ‘the Britney skate,’ which we believe will fly off the shelves as people roll out of the stores.”

Financial terms of Spears’s agreement with the company were not disclosed. Skechers USA designs, develops, and markets lifestyle footwear for men, women, and children.

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