Kentucky Derby and Preakness Stakes winner California Chrome has signed a pretty quirky business deal. The superstar athlete now has a sponsorship from Skechers. Which is a company that makes shoes. For humans. California Chrome is a horse. But that doesn't seem to matter to Skechers.
Robert Greenberg, the chief executive for Skechers, had this to say to ESPN:
"We're a marketing company that just happens to be in the footwear business. We're spending a couple bucks to the roll the dice and if this horse wins it all, we'll be part of it."
To be clear: California Chrome will not be wearing sneakers in the Belmont Stakes on Saturday. Instead, the Skechers logo will appear on his blanket, and on the handlers' attire. If Chrome wins the Triple Crown, it will be a major marketing boost for Skechers, as their logo will be all over the winner's circle and your TV. They recently scored a huge coup when Meb Keflezighi, became the first American to win the Boston Marathon in more than 30 years while wearing Skechers, a brand not traditionally known for its running gear.
While the horse will not receive any profits (horses don't have bank accounts), we hope Skechers at least threw him a couple carrots and a sugar cube.
This article is from the archive of our partner The Wire.
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