They are worn by Britney Spears and Christina Aguilera. Kim Kardashian and Demi Lovato agree. Doja Cat has joined them as well.
The Planet Her rapper, who recently attended the Met Gala wearing cat prosthetics, is the latest celebrity to join Skechers, the footwear brand known for its chunky trainers.
Doja Cat is the company’s first “Artist-in-Residence,” according to a press release, a role that has resulted in a chaotic new commercial starring the Grammy-winning musician. The anime-inspired commercial depicts Doja Cat — or, more accurately, the duelling light and dark sides of her personality — fighting. Skechers’ new UNO sneaker, a neon shoe with an air-cushioned sole, is worn by both Good Doja and Evil Doja.
Doja has also worn the sneaker off-screen. On April 26, she performed at the TIME100 Gala in a custom corset and miniskirt made from a pair of black UNOs by designer and upcycler Cierra Boyd.
Doja Cat is the latest in a long line of mega-famous musical stars signed by Skechers. Britney Spears starred in a campaign for the brand’s now-famous Energy sneaker in 1999. The endorsement catapulted Skechers into the spotlight, propelling the Energy to success.
Five years later, Christina Aguilera, then 24, appeared in a series of Skechers commercials portraying her as a sexy cop, nurse, and schoolgirl. Medical professionals chastised the brand for trivialising their profession, forcing Skechers to remove the image of Aguilera as a nurse, but it didn’t matter because the contentious campaign had already generated a lot of buzz for the brand.
Kim Kardashian, Demi Lovato, Snoop Dogg, and Carrie Underwood are among the other celebrities who have lent their faces to Skechers — names that, for the most part, evoke the early-to-mid 2000s. Skechers firmly establishes itself in the present with Doja Cat.
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