Aguilera to Appear in Skechers’ Print Media

LOS ANGELES Footwear manufacturer Skechers has signed an international marketing agreement with Christina Aguilera for its women’s footwear lines, the company said.

Under the 18-month agreement, Skechers will have exclusive rights to international print media for footwear, including advertisements in magazines and point-of-purchase displays. The value of the deal was undisclosed.

The campaign will launch in women’s, teen and pop culture magazines in October 2003, concurrently with the European leg of Aguilera’s “Justified and Stripped” World Tour with Justin Timberlake. Ads will run through December 2004 and will feature Aguilera in women’s lines including Skechers Sport, Skechers Active and Somethin’ Else from Skechers. Skechers handles advertising in-house.

“I agreed to be a part of Skechers’ international marketing team because I like its image—youthful but edgy,” said Aguilera in a statement. “They have attitude and are willing to try new ideas—refreshing.”

Skechers CEO and chairman of the board Robert Greenberg said in a statement that Aguilera’s “carefree and liberated image reflects the vitality of many of our women’s lines and the brand itself.”

Skechers, which is based in Manhattan Beach, Calif., is looking to Aguilera to help increase the company’s brand recognition in Europe, Asia, Latin America and other parts of the world.