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Skechers Performance Becomes Official Title Sponsor of Los Angeles Marathon

The two companies inked a multiyear deal on Thursday.

Skechers Performance, a division of Skechers USA, has signed a multi-year partnership with the Los Angeles Marathon, it was announced on Thursday. The event, formerly sponsored by ASICS, will officially be called the Skechers Performance Los Angeles Marathon. Under a new title sponsor, the 2016 race will be held on Feb. 14. Registration for it opens on Tuesday, Sept. 1.

“Partnering with the Los Angeles Marathon is a strategic step forward for our company and the Performance division,” Michael Greenberg, president of Skechers USA, said in a release. “As a Los Angeles-based business, we have always wanted to be a part of this iconic race since we began developing our performance footwear division and we could not be more thrilled to join the Los Angeles Marathon as title sponsor.”

The popular “Stadium to Sea” course starts at Dodger Stadium and finishes near the Santa Monica Pier. Skechers Performance will be providing finisher shirts and selling official merchandise at the Heath & Fitness Expo.

Skechers Performance-sponsored athlete and 2014 Boston Marathon champion Meb Keflezighi will also be competing in his namesake shoe—the Skechers GOmeb Speed 3—during the 2016 Olympic Trials Marathon in Los Angeles on Feb. 13, the day before the marathon.

For more info on the new partnership and race weekend, visit lamarathon.com.