Reality super star Kim Kardashian stars in this sexy splitsville spot, dumping her trainer for her Skechers’ Shape-Ups sneakers as the brand tried to shift its core consumer to a younger demographic. Her ad followed Skechers’ 2010 last-minute 15-second Super Bowl testimonial for Shape-Ups featuring the voice of football star Joe Montana. And although Kardashian’s Sketchers contract ran out at the end of 2011 -- Skechers switched from celebrity Super Bowl strategems to cute-animal tactics for its 2012 spot ("Go Run") -- Skechers Fitness president Leonard Amato told USA Today that Kardashian’s effect on the brand was “huge.”
Two months before the 2011 Super Bowl, Skechers' Facebook page had 100,000 fans, but a year later, it had 400,000 fans, many of which he attributed to the reality star. The ad was created in-house.
BRAND: Skechers
YEAR: 2011
AGENCY: internal
SUPERBOWL: XLV
QUARTER AIRED: Q4
