US-based footwear giant Skechers announced on Tuesday it had agreed a worldwide celebrity endorsement deal with LA Lakers basketball player, NBA champion, and film and television actor Rick Fox to represent its men's lines in a series of ads.

Skechers said it expects the print campaign to build brand recognition and reach new markets through his high-profile image and diverse appeal in the adverts.

It added that Fox's skills on the court and acclaimed performances in productions such as the gritty award-winning HBO prison drama "Oz" and Spike Lee's "He Got Game" present a unique crossover appeal ideal for Skechers' diverse product offering.

"Rick Fox is the embodiment of classic charm and raw talent,'' said Skechers chief executive officer and chairman, Robert Greenberg. "His persona extends across an impressive scope, from the sophisticated celebrity and family man to the accomplished athlete and rising actor.

"His universal appeal attracts scores of fans, making him an effective representative for Skechers' diverse array of product. We believe that his recognisable image and reputation as a man of integrity and skill will further grow the Skechers brand name and reach untapped markets."