Demi Lovato the new face of Skechers

«My generation grew up with Skechers,» said Lovato, explaining the appeal of the campaign for her. The 21-year-old New Mexico born singer of «Give Your Heart a Break,» «Heart Attack» and «Neon Lights» who has a major social media following, with 36 million fans on Facebook, also tweeted her excitement. 

Last year US winner of Season 5 of «The Voice» Danielle Bradbury was the face of the brand, which has a long history of campaigns with teen icon singers including Britney Spears, Christina Aguilera and Carrie Underwood.