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Skechers steps up with Ironman European Tour deal

The Skechers Performance division of US footwear brand Skechers has agreed a deal to become an official sponsor of the 2016 Ironman European Tour triathlon series.

Under the agreement, Skechers Performance will serve as the official running shoe sponsor for the series and will feature at 26 of the 43 races during this year’s tour.

Skechers Performance will have a presence at each race’s expo village and will also feature in event marketing such as signage, new media and digital extensions.

Rick Higgins, senior vice-president for merchandising and marketing at Skechers Performance, said: “Joining Ironman complements our global marketing strategy for the Performance division, as this is an essential opportunity to connect directly with our target running demographic and build brand awareness across all of Europe.”

The deal marks Skechers Performance’s latest expansion into sports sponsorship, having last August signed a multi-year agreement to become the title sponsor of the Los Angeles Marathon.