By Barry Janoff
October 1, 2012: As an NFL quarterback for 15 seasons, Joe Montana was accustomed to working under pressure.
As a spokesman for Skechers USA, he is becoming more accustomed to being relaxed.
Montana will star in his second commercial for the footwear and lifestyle product company, this time touting Relaxed Fit shoes. As previously unveiled, the new multi-media global campaign will also star Mark Cuban, owner of the NBA's Dallas Mavericks, and baseball icon Tommy LaSorda.
The effort will lead to a Skechers spot to run on CBS during Super Bowl XLVII in February, the company's fourth consecutive trip to the Big Game. Montana was a part of Skechers’ first Super Bowl campaign during Super Bowl XLV in 2010.
The Manhattan Beach, Calif.-based company said that its Relaxed Fit footwear line is being positioned as "a natural extension of relaxed fit jeans."
In addition to TV, the campaign will include print, POP, Internet and social media destinations such as Twitter, Facebook and YouTube.
“In the world of professional football, there’s always a lot of madness, on and off the field,” Montana said in a statement. “And when you’re under pressure, the best solution is always to relax and keep your cool. That’s what these Relaxed Fit shoes feel like. They’re so comfortable, you can feel better in them no matter what the world throws at you.”
Montana's 15 NFL seasons were highlighted by 13 years with the San Francisco 49ers, where he quarterbacked the team to wins in Super Bowls XVI, XIX, XXIII and XXIV (named MVP in all but XXIII). He retired after the 1993-94 season and was inducted into the Pro Football Hall of Fame in 2000.
Earlier this year, Montana's first stint with Skechers was part of several campaigns red-flagged by the Federal Trade Commission and the attorneys general of 44 states due to allegations of false advertising. Skechers agreed to pay $50 million regarding ads starring Montana, Kim Kardashian and Brooke Burke, which the FTC claimed were misleading when Skechers said that its toning shoes would help people lose weight, tone muscles and fight heart disease.
“Together with Mark Cuban and Tommy Lasorda, we’re thrilled to have this ‘triple threat’ of sports icons telling the world about Relaxed Fit footwear."
Skechers denied any wrong doing and said it agreed to the settlement "[to avoid] the exorbitant cost and endless distraction of several years spent defending multiple lawsuits in multiple courts across the country."
For Skechers, the focus now is solely on Montana, Cuban, LaSorda and the Relaxed Fit line.
“Joe’s an American legend representing a very American concept: relaxed casuals that look and feel good,” Michael Greenberg, president of Skechers, said in a statement. “Together with Mark Cuban and Tommy Lasorda, we’re thrilled to have this ‘triple threat’ of sports icons telling the world about Relaxed Fit footwear.
“Mark, Joe and Tommy are three sports legends promoting an idea that’s inspired by the ingenuity of relaxed jeans: a product that doesn’t just offer more comfort, but looks great as well.”
After FTC Crisis, Skechers Going Global With Montana, Cuban, LaSorda, Quiggly
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