Shaquille O’Neal partners with Skechers on basketball shoes for children

Shaquille O’Neal has partnered with Skechers on a line of basketball shoes for children.The retired professional basketball icon is no stranger to the footwear business, having worked with sportswear giant Reebok since 1992 and developed the popular Sh…

Shaquille O’Neal has partnered with Skechers on a line of basketball shoes for children.

The retired professional basketball icon is no stranger to the footwear business, having worked with sportswear giant Reebok since 1992 and developed the popular Shaq Attaq sneaker.

Now, O’Neal has put his knowledge to work on the Shaq by Skechers collection – the first-ever range of kids’ athletic footwear designed especially for the basketball court under the Skechers Kids brand.

“I think kids are going to love the way the new styles look, and they’ll love playing in them even more,” the basketballer said in a statement. “These boys and girls might not be dunking yet, but I can’t wait to see them posting up in their new Shaq by Skechers footwear!”

The Shaq by Skechers collection’s core styles will be available in three colourways and utilise leather and knitted upper options plus lightweight midsoles and rubber outsoles for grip and durability. The mid-height sneakers have a lace-up closure, with one of the designs offering a wide single strap for an adjustable fit. All styles in the line feature the iconic dunking Shaq logo.

“This all-new children’s basketball collection is an important addition to our offering, so it’s only fitting that we’re launching with the help of one of the biggest and best players in NBA history,” added Michael Greenberg, president of Skechers. “Fans everywhere continue to enjoy Shaq’s enthusiasm for the sport, so we know kids will be excited to wear his shoes while on the court or at play. We couldn’t ask for a better ambassador to help us bring athletic footwear to elementary and middle schoolers in a new and exciting way.”

The Shaq by Skechers basketball footwear collection is now available to buy at Skechers stores across the U.S. and on the brand’s website. The range will drop in Canada, Europe, Latin America, and Israel later this year.

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Skechers bringing back iconic style made famous by Britney Spears

Skechers is bringing back an iconic footwear style made famous by Britney Spears.The California-based company first introduced the Skechers Energy design, a sneaker with chunky sole, to the market in 1999 and tapped the Toxic hitmaker to appear in an a…

Skechers is bringing back an iconic footwear style made famous by Britney Spears.

The California-based company first introduced the Skechers Energy design, a sneaker with chunky sole, to the market in 1999 and tapped the Toxic hitmaker to appear in an accompanying campaign.

Now, fans of the Energy can shop three new limited-edition colourways, including classic white and metallic silver, with each pair featuring the ’90s-era Skechers logo.

“When we look back at the thousands of styles released over the 27 years since we established Skechers, the Skechers Energy really stands out as a look that helped define our brand just as we were hitting our stride,” stated Michael Greenberg, president of Skechers.

“With Britney Spears as the face of the Skechers Energy at launch, it became our first massive global hit style and helped drive awareness for the Skechers brand around the world. We love that the chunky design Skechers originated is now all the rage in fashion footwear, driving massive excitement for our Skechers D’Lites collection. This anniversary is a perfect opportunity to re-introduce old and new Skechers fans to the style that started it all.”

The launch of the three new Energy styles is just the start of the revival, with an expanded collection featuring updated colours rolling out through the year.

Items are now available to buy from Skechers retail stores, the brand’s website and at select retail partners.

Executives at Skechers, which was founded in 1992, claim the Energy remains a best-seller, with an estimated 100 million pairs sold around the world to date.

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Demi Lovato fronts bottled water campaign

Demi Lovato is the face of CORE Hydration’s latest campaign.The bottled water company, launched in 2015 by beverage entrepreneur Lance Collins and producer Dr. Luke, was created to help balance the body’s acid and alkaline levels. The brand has now un…

Demi Lovato is the face of CORE Hydration’s latest campaign.

The bottled water company, launched in 2015 by beverage entrepreneur Lance Collins and producer Dr. Luke, was created to help balance the body’s acid and alkaline levels.

The brand has now unveiled Sorry Not Sorry singer Demi, who has publicly supported fellow singer Kesha in her legal battle with Dr. Luke, real name Lukasz Gottwald, as the face of its new Finding Balance campaign.

Kesha has accused the producer of physical, sexual and mental abuse when they worked together, allegations he has denied.

“CORE and I have always shared a common point of view: be true to your core… It’s so important to find gratitude in life, focus on the positive things and celebrate yourself, which is exactly what CORE motivates its fans to do and why I’m proud to be an investor and partner,” she said in a statement.

She joins an elite line-up of celebrity investors including Adam Levine, Diplo, Ellie Goulding, Katy Perry and Karlie Kloss.

CORE’s chief marketing officer Eric Berniker added: “Between the success of her Tell Me You Love Me tour, commitment to spreading awareness for issues she is passionate about and journey towards embracing body positivity and self-love, each day Demi is striving to live a healthy, balanced lifestyle. We admire her for this and are extremely proud to be partnering with her for CORE’s latest campaign.”

As well as print images, the popstar also starred in seven videos to promote the water.

“Life is a balancing act,” she captioned one clip on Instagram. So excited to show you my new campaign with @core! Had so much fun working on this. Head over to Core’s website to see all 7 videos. (link in bio) #perfectlybalanced.”

This is the latest lifestyle collaboration for the 25-year-old; she previously teamed up with Kate Hudson’s Fabletics and Skechers on a sneaker line.

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