Belfast Telegraph

Lovato lands Skechers deal

Demi Lovato is the new face of Skechers.

The 21-year-old star has landed a deal with the footwear giant which will see her appear in its global marketing and social media campaigns until 2016. Her new status will be marked by a TV commercial and print advertisements to be released later this year.

Demi is thrilled to have gained the job and made sure her fans knew about it on Twitter.

"So excited to partner with @SKECHERSUSA for their new campaign!!! Loving my new kicks (sic)" she posted, along with smiling emoticons and a small cartoon sneaker.

The actress and singer follows in the footsteps of other female stars who previously fronted the label. Having had big names beforehand seems to be the reason Robert Greenberg, Skechers' CEO, chose Demi as the latest beauty to get involved with Skechers.

“We’re very excited to have a young singer, like [past faces] Britney Spears, Christina Aguilera and Carrie Underwood," he said in a statement.

Demi is also pleased she can represent a new age group with her role, especially her hoards of fans. She dubs her followers as Lovatics.

“My generation grew up with Skechers,” she explained. “And now with all of their cool styles and fun colours I’m excited to help introduce the collection to a new generation by sharing this incredible brand’s campaign with my Lovatics!”

Demi's unique style is the perfect fit for the brand, and she is known for rocking unique hairstyles. Along with sharing the Skechers news online she also posted a picture unveiling a shorter hair do, with a shaved finish on the left side of her head and purple dip dye.

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From Belfast Telegraph