Radamel Falcao García, Colombia’s all-time top scorer, will wear Skechers football boots and appear in lifestyle campaigns across Latin America alongside his wife and five children in a multi-category partnership.
Skechers has appointed Colombian football striker Radamel Falcao García as a brand ambassador for Latin America, with the deal extending across performance and lifestyle categories and covering his family as a unit.
Falcao, who plays for Bogotá club Millonarios in Colombia’s top flight, will compete in the SKX_2 Elite football boot and appear in campaigns for the Skechers Glide-Step and Cozy Fit lifestyle lines. His wife, singer Lorelei Tarón, and their five children are included in the arrangement, giving Skechers multi-category coverage across men’s, women’s, and children’s product lines from a single partnership.
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The signing extends a football roster that Skechers has built at pace since 2023
England captain Harry Kane was the first to join, signing a lifetime deal with the brand and becoming the public face of its entry into the football boot market. Since then, a roster of Premier League names has followed, including Mohammed Kudus, Oleksandr Zinchenko, and Anthony Elanga. More recent additions have broadened the geographic spread: AS Roma and Italy midfielder Niccolò Pisilli signed in early 2025, while Chelsea and Belgium midfielder Roméo Lavia joined in February 2026. Dutch Eredivisie Player of the Season Sem Steijn, who moved to Feyenoord and made his Netherlands debut in 2025, was the most recent addition as of early March 2026.
The brand’s current boot launch, the Sunset Pack, is timed to the 2026 World Cup and stars Kane alongside Turkey international Barış Alper Yılmaz and Sweden’s Anthony Elanga. Kane, who won the 2025/26 European Golden Boot, competes in the SKX_2 Elite – the same model Falcao will wear in Latin America.
The pace of signings is part of a broader multi-sport push
Between late January and early March 2026 alone, Skechers launched a cricket footwear line in the UK, aired its 13th consecutive Super Bowl commercial, debuted a new technical running shoe aimed at the On and Hoka segment, and announced a shirt-front partnership with Birmingham Phoenix in cricket’s The Hundred competition. The football roster now spans leagues in England, Germany, Spain, Italy, France, the Netherlands, and – with the Falcao deal – Latin America.
Falcao is Colombia’s all-time leading international scorer and spent two decades in Europe’s top leagues, including stints at Atletico Madrid and Monaco. Known as “El Tigre,” he is still active at club level and brings both performance credibility and strong regional cultural appeal, which should help Skechers gain ground in a market dominated by Nike and Adidas.
Skechers operates 53 stores in Colombia and approximately 77 across the wider Latin American region.
