K-Swiss Inks Deal with Jillian Michaels

The “Biggest Loser” trainer will be the face of the brand’s Tubes product and more.

with contributions from Wayne Niemi

Jillian Michaels

Photo By Getty Images

Jillian Michaels — the hard-driving, no-nonsense trainer best known for her winning streak on NBC’s “The Biggest Loser” — has signed a multiyear deal with K-Swiss Inc. to serve as a brand ambassador, the Westlake, Calif.-based athletic company announced Monday.

“It is in our mission to be an inspiring and innovative brand, [and] Jillian inspires millions to self-improvement,” K-Swiss EVP David Nichols told Footwear News. “Jillian will be a great ambassador to draw attention to our world-class performance shoes.”

In addition to her role on “The Biggest Loser,” Michaels has released exercise DVDs and markets weight-loss products. Her newest show, “Losing It with Jillian,” will debut on NBC June 1. Nichols said Michaels will initially be the face of the brand’s Tubes training and running product (the trainer has been seen wearing styles from the line in her TV appearances), but will ultimately do more with the brand, including a co-branded line to be announced later.

“I bring an international audience that is looking for fitness solutions,” Michaels said. “My goal with K-Swiss is to create fun, affordable athletic wear that people can live in and work out in.”

The famous trainer also admitted that as she's become more busy, finding time to hit the gym has become more difficult. "It's been hectic, but this kind of work is like a spiritual practice for me. I love what I do and I wouldn't trade it under any circumstance,” Michaels said. “As for [my] personal fitness, it gets tough. I tend to be very athletic when I am training others and I’m pretty good about eating healthy clean food in the proper quantities.”

Nichols said consumers will see Michaels in K-Swiss marketing efforts “mainly online and and in-store” by the back-to-school season. Details about those campaigns and the collaborative product line are still to come. And while the exec would not specify the terms of the deal, he did say it was ongoing. “[It’s for] multiple years,” he said. “Hopefully forever.”
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