As part of its strategy to establish its brand globally, SKECHERS USA, which markets sports shoes for woman chose the singer Britney Spears accounted for the brand through a global campaign.
From the beginning of the year 2001, Britney began worked with Skechers. Une campagne de publicité fut lancé ciblant les adolescentes du monde entier à travers des affiches promotionnelles dans les grandes villes, dans des présentoirs dans des grands magasins et dans les magazines pour adolescents.
The ads feature Britney with three different colors of training shoes Skechers, model Sport Energy, chosen by the singer herself. His personal style is reflected in his dress trendy and fashionable highlighting Britney itself and sports products Skechers her shoes.
Michael Greenberg, president of SKECHERS USA a affirmé ceci à propos de Britney :
We are delighted that Britney Spears is the star of our international marketing campaign, Tout comme nos chaussures, Britney is casual, young and dynamic and it appeals to a diverse audience worldwide. We hope to reach the same level of success with SKECHERS that Britney has had with his music.
A pair of rollers in effigy Britney was also marketed, l’avant de la boite présenté le visage de Britney. An advertising campaign was also launched to promote these rollers.