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Skechers doesn't make horseshoes, but that hasn't stopped the California footwear maker from inking a sponsorship deal with Triple Crown contender California Chrome.
"Skechers is a California brand, so sponsoring this horse with his uniquely California story makes perfect sense to us," Skechers chairman and chief executive Robert Greenberg said in a statement.
"We're proud to associate Skechers with the best Triple Crown contender in several generations."
California Chrome, the modestly bred colt who won the Kentucky Derby and Preakness Stakes, will tackle the third jewel in US racing's Triple Crown on Saturday, the 1 1/2-mile Belmont Stakes.
Only 11 horses have completed the treble, the last Affirmed in 1978.
"Chrome" won't be wearing Skechers on his feet, but he and his connections will carry the company logo in plenty of other places.
As part of the deal branding will be included on trainer and owner team jackets, caps and apparel as well as California Chrome's stable blanket, gear, barn and related promotional items.
The chestnut colt is just the latest in Skechers' lineup of "ambassadors" with sporting ties, joining a group that includes American distance runner Meb Keflezighi, NFL great Joe Montana and Dallas Mavericks owner Mark Cuban.
"We just watched Meb Keflezighi win the Boston Marathon wearing Skechers Performance shoes in April," Chrome co-owner Steve Coburn said. "So we know Skechers has a good track record when it comes to picking winners in high profile races."