Shoe Business In L.A.: NBA’s Kuzma Signs With Puma, MLB’s Kershaw With Skechers
By Barry Janoff
October 2, 2019: Two of Los Angeles’ sports stars are now walking the walk and talking the talk with new shoe deals.
Kyle Kuzma, third-year forward with the Los Angeles Lakers, has signed a five-year deal with Puma, valued at $15-$20 million (with additional incentives) by industry analysts, leaving his previous alliance with Nike.
And Los Angeles Dodgers pitcher Clayton Kershaw has left Under Armour to sign a multi-platform deal with Skechers.
In Hollywood terms, Kuzma’s deal might be called “Puzma.”
“Puma Hoops + Kuz = W,” offered Puma, “The stars are shining a little brighter today.
“Kyle Kuzma and Puma Hoops have officially teamed up to make basketball magic in the hills of Hollywood. Best believe that’s a box-office-big-boy move. Welcome to the fam, Kuz. Together we can’t be stopped.”
Kuzma joins a Puma Hoops roster that includes RJ Barrett and Kevin Knox (New York Knicks), Marvin Bagley III (Sacramento Kings), DeMarcus Cousins and Danny Green (Lakers), Terry Rozier (Charlotte Hornets), Deandre Dayton (Orlando Magic), Michael Porter Jr. (Denver Nuggets), Skylar Diggins-Smith (WNBA Dallas Wings), Rudy Gay (San Antonio Spurs), Zhaire Smith (Philadelphia 76ers) and Hall of Famer Walt “Clyde” Frazier.
The company also has official deals with the NBA and WNBA.
Kuzma will appear in multi-media marketing and likely is in line to get a signature shoe and apparel.
Likewise, Kershaw will appear in global marketing campaigns for Skechers men’s performance and athletic lifestyle footwear set to launch in 2020.
Kershaw is also collaborating with the brand on several styles and recently debuted a custom exclusive baseball cleat. Financial terms of his deal were not released.
Kershaw and his wife, Ellen, through "Kershaw's Challenge" charitable organization, "seek to serve vulnerable and at-risk children in Los Angeles, Dallas, Zambia and the Dominican Republic."
Skechers said it “shares their commitment to children” and will sponsor the Kershaw’s Challenge annual PingPong4Purpose charity event held at Dodger Stadium each summer.
“We are fortunate to have Clayton Kershaw, one of the best pitchers in baseball today, wearing Skechers,” Michael Greenberg, president of Skechers, said via the L.A.-based company.
“Clayton’s energy, talent, and international fanbase make this partnership a home run for Skechers for years to come.”
Kershaw joins a roster that includes Howie Long and Tony Romo, who each currently appear in Skechers campaigns; as well as Sugar Ray Leonard, Tommy Lasorda, Pete Rose, Mariano Rivera, Ozzie Smith, David Ortiz, Joe Namath, Ronnie Lott, Karl Malone, Kareem Abdul-Jabbar, Rick Fox, Wayne Gretzky. and Joe Montana.
According to Kershaw, now in the MLB post-season, “I’ve been working with the design team on several styles, and I am extremely impressed with the performance and comfort offered by Skechers.
“We have some unexpected and exciting ideas that fans will love.”
Regarding Kuzma, initial Puma marketing offers, “With Kyle Kuzma, confidence is king. Whether it’s on the court or in front of the camera, Kuz shines bright. There are few players who ball as fearlessly as he does.
“Doesn’t matter if he’s putting the skates on defenders with a nasty crossover or rocking some next-level fashion,Ever since he was a young buck hooping in Flint, Michigan, he’s never bee afraid to shoot his shot and rise to the top. The hype is real.”
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