Kim Kardashian who Skechers rejects reality star in favour of sneaker-wearing French bulldog for new Super Bowl commercial
Super Bowl commercials usually feature brands' most high-profile ambassadors. And that was certainly true of Skechers last year, when it ran a steamy ad starring Kim Kardashian.
But this year the reality favourite appears to have been overlooked in favour of a new star – that some might argue wins out in the cute stakes.
The new commercial for the sneakers features a French bulldog instead of a big-name celebrity.
Puppy love: A French bulldog named Mr Quiggly will star in Skechers' new Super Bowl commercial. Last year the firm cast Kim Kardashian
The dog, who goes by the name Mr Quiggly and co-stars with business magnate Mark Cuban, wears one of the company's new GoRun shoes on each paw as he races greyhounds around a track.
But while it may seem that Ms Kardashian has been dropped by the firm, Skechers insists that is not the case.
The company's CEO Robert Greenberg told USA Today: 'While Kim's contract
with Skechers simply came to an end at the end of last year, we
continue to have a great relationship with her as we do with all the
other talent who have worked with the brand over the years.
Co-stars: Also appearing in the ad will be business magnate Mark Cuban
'To say that
she was 'dropped' or 'replaced' is misleading and untrue. Skechers has
enjoyed and continues to enjoy the relationship with Kim, and in fact we
continue to discuss ways that we may work together in the future.'
Skechers Fitness president Leonard Armato added that the 30-year-old's sexy ad last year, which saw her dumping her personal trainer in favour of the supposedly 'toning' Shape-Ups shoes, was a runaway success.
Racy: Kim Kardashian appeared in the last Super Bowl ad for Skechers
'Kim got us more attention than we ever dreamed,' he said. '[But] we have to establish Skechers as more than a lifestyle company.
Hailed by marketing executives as 'the greatest night of the year for advertising', 30-second commercial slots during the Super Bowl can sell for as much as $3.5million.
Regardless of the cost, the 63 available slots have already sold out for this year's broadcast, airing on Sunday February 5.