Skechers, a shoe brand, has inked California Chrome, a horse, in a sponsorship deal less than a week before the colt tries to become the first Triple Crown winner in 36 years.
According to ESPN's Darren Rovell, Skechers is attempting to appeal to an older audience. Plus, Skechers executive Robert Greenberg sees the deal as primarily a marketing opportunity, which is good because Chrome doesn't wear shoes designed for humans.
"We're a marketing company that just happens to be in the footwear business," Greenberg told Rovell. "We're spending a couple bucks to roll the dice and if this horse wins it all, we'll be part of it."
Chrome's connections will be decked out in Skechers gear, as will Chrome himself, who will sport a Skechers blanket on his way to the track.
According to the report, Chrome hopes to have at least two more sponsorship deals by the weekend.