Tony Romo has been making smart plays long after hanging up his cleats.
The former Dallas Cowboys quarterback turned CBS broadcaster has built quite the post-football empire.
And Tony Romo just extended his Skechers partnership with one smart business move that caught everyone off guard.
Tony Romo continues eight-year Skechers partnership with new campaign
Former NFL quarterback Tony Romo is making headlines again with Skechers.
He’s now entering his eighth year as a brand ambassador for the athletic footwear company.
The partnership began in 2017 when Romo first retired from football.
It represents a strategic long-term relationship that has proven successful for both parties.
Romo’s latest campaign focuses on Skechers’ "Hands Free Slip-Ins" technology.
The shoes feature a "heel pillow" that allows users to step in without bending down.
The technology appears in the "3D Energy" series of sneakers.
They feature mesh uppers, adjustable laces, and a 3D-printed lattice midsole.
Skechers says the shoes are made from "plush, unstructured materials designed to eliminate stiffness and pinching."¹
"After 14 years on the field with the Cowboys, it was time to hang up my cleats, but these comfortable Skechers shoes are perfect for my life and career after football," Romo said when he first joined the brand in 2017.²
All shoes in the collection are machine washable.
They’re also made from vegan materials, making them practical for everyday wear.
The shoes are available for purchase online and at select Skechers retail locations across the country.
Romo joins a roster of Skechers athletes and celebrities.
The lineup includes baseball slugger David Ortiz and boxer Sugar Ray Leonard.
Football legends Joe Montana and Howie Long are also part of the team.
Entertainment figures like Snoop Dogg and Martha Stewart round out the celebrity roster.
Romo’s business savvy extends beyond the broadcast booth
This isn’t Romo’s first venture into business since retiring from football in 2017.
The former Cowboys star has proven he’s got just as much skill in the boardroom as he did reading defenses in the pocket.
His broadcasting career with CBS has made him one of the highest-paid analysts in sports television.
He reportedly earns around $17 million per year under a contract that could extend to 10 years and $180 million total value.²
"Not only was he great on the field, but Tony is a media superstar as well, and we know as his fans follow him to the broadcast side, his reach will help convey how our athletic and casual footwear delivers on style and comfort for men everywhere," said Michael Greenberg, president of Skechers, when Romo first joined the brand.³
But Romo hasn’t stopped there with his business ventures.
He’s also got his hands in other business deals and endorsements that keep his name out there.
The Skechers deal is just another way Romo’s building his empire beyond that massive CBS paycheck.
Most retired players disappear after they hang up the cleats, but Romo figured out how to stay in the game.
His weekly presence in America’s living rooms during NFL season has kept him in the public eye.
That maintained the kind of name recognition that makes celebrity endorsements valuable.
"Everyone who puts on Skechers will tell you it’s the most comfortable shoe you’ll ever wear, so you’re like ‘really? I want to try this,’" Romo explained in a previous interview with the company.⁴
"That’s the first draw. Once you give them a try, it’s a no-brainer."
Long-term partnership proves successful in competitive market
The timing of Romo’s continued partnership with Skechers highlights the value of long-term brand relationships.
The California-based company has built itself into America’s third-biggest athletic shoe brand.
They did it by emphasizing comfort and everyday wearability instead of going head-to-head with performance-focused competitors like Nike and Adidas.
Celebrity partnerships have been a cornerstone of their marketing approach for years.
For a decade and a half, Skechers has recruited big-name athletes to promote their men’s shoes.
They’ve brought in everyone from baseball legends like Pete Rose and Mariano Rivera to football icons such as Joe Namath and Ronnie Lott.
Basketball stars like Karl Malone and Kareem Abdul-Jabbar have also been part of their celebrity lineup.
Romo’s eight-year relationship with the brand demonstrates the kind of sustained partnership that benefits both parties.
His current campaign arrives at a time when consumers are increasingly looking for athletic shoes that work for both active lifestyles and everyday comfort.
The former quarterback’s appeal to football fans who remember his playing days creates a built-in audience.
Then you’ve got the TV crowd who tune in every Sunday to hear him break down plays.
That’s a pretty sweet setup for any company looking to sell shoes.
Here’s the thing about Romo – he didn’t just walk away from football and hope for the best.
The guy made calculated moves to stay relevant while other former players faded into obscurity.
This Skechers partnership is just the latest example of how to do retirement right.
¹ Variety, "Tony Romo’s New Skechers Campaign Touts Sneakers As Comfortable As a ‘Well-Worn Sweatshirt’," Variety, August 5, 2025.
² Andrew Marchand, "Report: CBS to retain analyst Tony Romo at $17 million annually," New York Post, February 29, 2020.
³ Business Wire, "Tony Romo Joins Team SKECHERS," Business Wire, August 23, 2017.
⁴ Yahoo Lifestyle, "NFL Star Tony Romo and Wife Approve These Skechers Shoes That’ll Get You Through Airport Security," Yahoo, March 29, 2018.
