Skechers Signs Deal To Become Title Sponsor Of L.A. Marathon, Replacing Asics

Skechers has signed a multiyear deal to "become the title sponsor" of the L.A. Marathon starting next year, according to Kit Fox of RUNNER'S WORLD. The brand replaces Asics, which had titled the race for two years. The deal also "changes the race's official name from the Asics LA Marathon to the Skechers Performance Los Angeles Marathon." Skechers sponsors the Houston marathon as well, but this marks the brand's "first title sponsorship of a major race." It also "adds to Skechers' growing influence in the running community." The company already sponsors runners Meb Keflezighi and Kara Goucher. Skechers Exec Dir of PR Jolene Abbott said that the company is "in the process of designing Los Angeles-themed apparel and shoes to be released in the coming months." The company also will "design the finisher's shirts for the race" ( RUNNERSWORLD.com, 8/27 ).