Skechers, the makers of Fit Flops and the debunked Shape-Ups “fitness shoes,” has signed a marketing deal with California Chrome, such that the brand will be the apparel of choice of the thoroughbred’s handlers, will appear on California Chrome’s blanket, and will make its way to the winner’s circle if the horse wins the Triple Crown on Saturday. Sources say it’s the largest deal since UPS spent major bucks on a deal with Big Brown in 2008.
“We’re spending a couple bucks to the roll the dice and if this horse wins it all, we’ll be part of it,” said Skechers CEO Robert Greenberg. He said the company will spend about $175 million on marketing this year.
If California Chrome wins, it’ll be the first time in 36 years that a horse has taken the Triple Crown. For a company that expects to take in $2.2 billion this year, this is a gamble on history that is worth taking.