Kim Kardashian to Heat Up Skechers Brand During Super Bowl

If Skechers President Leonard Armato said, "I had to take a cold shower" after seeing a sneak peak of his new Super Bowl ad featuring Kim Kardashian, we're going to assume the ad's pretty hot. That or Armato hasn't been out in a long time.

Following last year's last minute participation in the Super Bowl with :15's featuring Joe Montana, Kardashian will be front and center in the ad for the brand's Shape-Ups line of footwear.

Of his selection of Kardashian for spokeswoman, Armato told Advertising Age, "There was never any kind of an endorsement relationship between her and any other footwear company. She never put her name behind anyone's product. There's a difference between attending an event you're invited to and actually vouching for a product, which she does for us and I'm very comfortable with that."