Business

Keflezighi’s Boston win a boost for shoe sponsor

By Rachel Cohen
Published April 23, 2014 12:23pm ET
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Keflezighi’s Boston win a boost for shoe sponsor
Meb Keflezighi, of San Diego, Calif., runs during the 118th Boston Marathon with the names of those killed in the 2013 bombings, and the MIT officer allegedly slain by the bombing suspects, on his bib, Monday, April 21, 2014, in Boston. Martin Richard, Krystle Campbell and Lu Lingzi, were killed in the bombings, while MIT officer Sean Collier was allegedly shot to death by the bombing suspects. (AP Photo/Steven Senne) | Steven Senne

The Boston Marathon champion crossed the finish line wearing sneakers from Skechers, not exactly a brand associated with sports.

The company signed Meb Keflezighi three years ago hoping he could help legitimize its foray into selling running shoes. While his historic victory Monday was significant enough to Skechers to get mentioned on its corporate earnings call, executives considered Keflezighi’s endorsement a success long before he won Boston.

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