Ruud Gullit, the iconic footballer who once captained the Netherlands National Team, has taken on a new role as the first brand ambassador for Skechers in the Benelux region, comprised of Belgium, the Netherlands, and Luxembourg. The global footwear giant partnered with the Dutch legend, who will headline campaigns for Skechers’ versatile footwear and apparel collections, starting with the Skechers Hands Free Slip-ins.
Renowned for his contributions on and off the pitch, Gullit is celebrated as one of the greatest Dutch footballers in history. Twice crowned World Soccer Player of the Year, Gullit earned his place in football’s elite as a versatile player capable of performing across multiple positions. During his storied career, he played for top clubs like AC Milan, Chelsea, and Feyenoord, leading the Netherlands to a European Championship victory in 1988 as captain. His transition from the pitch to the broadcast studio as an analyst keeps his voice and presence prominent in today’s sports culture.
Gullit’s alignment with Skechers isn’t just about a familiar face endorsing a brand but a genuine appreciation for the footwear’s balance of style, innovation, and comfort. In a statement, Gullit shared his excitement, highlighting the influence of his football career in Italy on his taste for stylish shoes. His exploration of Skechers’ extensive range of products, from athletic lines to more formal styles, cemented his decision to partner with the brand.
"I've always had a love for stylish shoes. My time playing football in Italy only enhanced that, and the look and feel of Skechers continues to impress me," said Gullit. "The versatility of their range immediately appealed to me—especially the comfort, convenience, and style of Skechers Hands Free Slip-ins. Whether I'm doing analysis on television, working out, playing golf, or attending a more formal event, Skechers offers appropriate shoes for every occasion."
As Skechers aims to solidify its presence in Benelux, Gullit’s charismatic personality, respected football legacy, and enduring connection with fans across the region make him an ideal ambassador. According to Maurice van Berkel, Country Manager of Skechers USA Benelux B.V., Gullit’s role in the campaign reflects the brand’s strategic growth and ambition in the European market.
“Ruud Gullit is the ideal choice for Skechers because of his charisma, enthusiasm, and humor,” van Berkel noted. “As a football legend who has made significant contributions to Dutch and European football, Ruud has an instant connection with fans across the region. We are excited to embark on this journey together.”
Gullit joins a roster of Skechers ambassadors with deep roots in football, further enhancing the brand’s credibility and appeal in the sport. From former stars like Jamie Redknapp, Frank Lebœuf, and Fabio Cannavaro to current Premier League players like Harry Kane and Mohammed Kudus, Skechers strengthens its footprint in football culture.
This partnership marks another milestone for Skechers as it expands into European lifestyle and performance segments. With Gullit now onboard, the brand is poised to reach new audiences and continue its dynamic growth across the region.
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Images via Skechers
Sneakerhead from South Florida who turned his passion into a career. Concerts, music, trying new restaurants, and catching the latest movies are some of the things I enjoy when not writing for Sole Retriever. Email: nick@soleretriever.com
