Sports Biz with Darren Rovell

Skechers Deal With Woodhead A Good Move

An endorsement is only as good as the pairing between the athlete and the product. That's why I'm loving Skechers signing a guy like Danny Woodhead.

Photo: Business Wire

Skechers was looking for an underdog type character to endorse its Resistance Prospeed running shoes and its ProTR training shoes. And if they're aiming for football fans, Woodhead's story is about as good as it comes.

"Nobody expected Danny Woodhead to be a standout in the NFL," said Leonard Armato, president of Skechers' Fitness Group. "That's one of the reasons why he aligns perfectly with out brand.

Sometimes the underdog makes the point with more emphasis and that's what Danny will do for us. He might be five-foot-seven, but he stands out in a crowd."

Woodhead went to Chadron State and while there set the NCAA college football single season and all-time rushing records. He was undrafted in 2008 and he didn't make his mark until he was cut by the Jets last season and picked up the Patriots.

The team quickly made him an integral part of its running attack last season. Woodhead signed a two-year deal thanks to his performance and now a two-year deal, for an undisclosed sum, with Skechers.

"What I've come away with is how well a company like Skechers has done with the technology," Woodhead said. "It has definitely helped me get faster and quicker."

Woodhead said he would spat the shoes he wears during games so as not to give another shoe brand, like Nike or Under Armour, branding.

Woodhead previously had a deal with Reebok, who along with Modell's, helped him make the hilarious video.

The deal was brokered and negotiated by New York-based sports marketing firm The Leverage Agency.

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