By Barry Janoff
May 14, 2014: He's been referred to at various times in his life and career as Broadway Joe, Joe Willie, Super Bowl champion, All-Pro and MVP.
Now, Joe Namath adds another moniker to his list: Joe Skechers.
Skechers USA said it has signed Namath to a deal to represent the Manhattan Beach, Calif.-based lifestyle and performance shoe and apparel company in marketing and other activations.
Namath's first national campaign is scheduled for Fall 2014, to coincide with the coming NFL season, to support the Relaxed Fit footwear line.
Financial details of the alliance were not released.
Namath, 70, joins a Skechers' roster that also includes four-time Super Bowl champion Joe Montana and Mark Cuban, owner of the NBA's Dallas Mavericks.
According to Skechers, Namath's campaign will follow the "same humorous tone" as ongoing spots for Relaxed Fit footwear with Montana and Cuban. In addition to TV, marketing will include print, outdoor, online, social media and POP through 2015.
“Our Relaxed Fit from Skechers campaign has had so much success with one football Joe, that we thought it was time to bring on another,” Michael Greenberg, president for Skechers, said in a statement. “Joe Namath is one of the first pro football television stars in the world and with fans that go back to his days (at the University of) Alabama, his personality and familiar face is perfect for our team. We know he’ll be a great asset when it comes to getting the word out about our comfortable Relaxed Fit footwear line.”
During his career, Namath passed for more than 27,600 yards and was named MVP of Super Bowl III when the New York Jets defeated the highly favored Baltimore Colts, 16-7. He spent all but one year of his career with the Jets before his final NFL season in 1977 with the then Los Angeles Rams. He was inducted into the Pro Football Hall of Fame in 1985.
He became as least as well-known off the field for his late-night expeditions, which earned him the nickname Broadway Joe.
"We know he’ll be a great asset when it comes to getting the word out about our comfortable Relaxed Fit footwear line.”
According to the 70-year-old Namath, “I’ve loved what Skechers has done with this campaign so far and I’m excited be joining the team. The Relaxed Fit shoes really are as comfortable as they say, and I look forward to working with Skechers on what will be a fun commercial that my fans will enjoy.”
Montana's contract with Skechers runs through 2015; his current commercial also features his daughter, Elizabeth. Cuban's contract runs through 2014.
Skechers has run spots during several Super Bowls but did not make a national appearance this past February during Super Bowl XLVIII.
Skechers Extends Deals With Montana, Cuban
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