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Kim Kardashian Not In Skecher's Super Bowl Ad This Year


First Posted: 01/10/12 10:48 AM ET Updated: 01/10/12 05:16 PM ET

UPDATE: In response to the initial story claiming Kardashian had been dropped by Skechers, the company issued this statement to HuffPost:

Kim Kardashian has had a tremendously positive effect on the Skechers brand. Not only did Kim's Skechers Super Bowl ad generate over 1.6 Billion positive media impressions for Skechers, but she played a big part in Skechers moving up last year from 388 to 99 among companies with the highest brand trust.

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. 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"


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PREVIOUSLY: Has Kim Kardashian's split with a basketball player now cost her a spot in football's biggest game?

Last year, the ubiquitous reality star featured in a sexy ad for Skechers that had more allusions to her infamous sex tape than football or shoes. This year, Skechers is featuring a dog in their Super Bowl spot. While Kim's ad saw her holding tight to a man, wriggling, posing, teasing and then showing off a sneaker, the company will have a tiny dog with shoes on racing a pack of greyhounds.

Quite different, indeed. But Leonard Armato, an exec with Skechers, told USA Today that it's less to do with Kim's bad recent publicity than their decision to promote a high-tech shoe, whatever that may be.

"Kim got us more attention than we ever dreamed," he said. "We have to establish Skechers as more than a lifestyle company."

In summary: Kim Kardashian can promote a workout shoe, but must be replaced by a dog to promote a higher tech shoe. Ouch.

But perhaps it also has something to do with the Kardashian's own line, ShoeDazzle. They've grown larger in the past year, and perhaps there is a competition issue that could not be resolved. Either way, unless Kim is a guest at the Super Bowl this year, it looks like she'll be staying off the airwaves during the big game.

For more, including the controversy over this year's commercial, click over to USA Today.

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Filed by Jordan Zakarin  |  Report Corrections