Kim Kardashian is being replaced by a dog in this year's Skechers Super Bowl ad.
In 2011, the socialite joined Dancing with the Stars hostess Brooke Burke as a Skechers celebrity endorser. Skechers Shape-Ups got a big boost from an even bigger butt when Kim agreed to make her inaugural Super Bowl Sunday appearance in a sex-charged commercial for the popular athletic brand.
"Ahh, did you guys see my Skechers ShapeUps Super Bowl commercial? Bye bye trainer….HELLO SHAPE-UPS!!!!" Kim wrote in a message to fans on her blog shortly after the ad's debut.
This year, however, the sneaker giant isn't throwing Kardashian any bones.
They're giving them to a dog instead.
You heard right. Kim has been dropped as a Skechers spokesmodel and will be replaced by a French bulldog.
Dallas Mavericks owner Mark Cuban also has a cameo in the new spot.
The Keeping Up with the Kardashians star has lost the reportedly lucrative endorsement deal two months after filing for divorce from basketball star Kris Humphries, ending a whopping 72 days of marriage.
The controversial move prompted a firestorm of bad press for the reality starlet and her accompanying clan. Last month, Kim's marriage controversy helped the brunette beauty land the title of "Most Ill-Mannered Celeb of 2011."
And have you heard about the initiative to eradicate the world of all things Kardashian by boycotting every product and company endorsed by and affiliated with the First Family of Reality Television?
Working under the motto "Stop Buying Our Krap!," Boycott Kim features a list of Kardashian endorsements to snub. The logos of brands and stores affiliated with Kim K. and her famous family are also displayed. Website supporters vow not to shop in any stores that carry Kardashian-branded merchandise.
"Boycott Kim Kardashian and all that she stands for by going after those who hire her and give her incentive to continue to pollute our culture," the site reads. "We will measure our success as these brands have little choice to [f]ire Kim Kardashian and think twice about hiring someone like her ever again."
How did the Boycott Kim movement impact Skechers decision to dump the star?
Apparently, not at all, if company suits are to be believed.
Skechers executives insist that the negative PR cycle following the divorce filing has nothing to do with their decision.
"Kim got us more attention than we ever dreamed," says Leonard Armato, president of Skechers Fitness.
Armato calls Kim's axing a business decision brought on by Skechers' foray into the red-hot high-tech running shoe business.
"We have to establish Skechers as more than a lifestyle company."
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