Nickelodeon and Stride Rite have teamed up in a marketing partnership under which the children’s shoemaker will sponsor an upcoming SpongeBob SquarePants marathon.
Under the agreement, the footwear company will co-sponsor SpongeBob SquarePants Friend or Foe?, a special episode scheduled to air at 8 p.m. April 13 on Nickelodeon.
In it, fans will learn how one-time friends Plankton and Mr. Krabs became lifelong enemies. The episode is part of a five-hour marathon, which starts at 5 p.m. ET.
As part of the deal, the Stride Rite brand will use the Nickelodeon name to launch its new SuperBall shoe line. Nickelodeon will support the partnership with Stride Rite TV spots, online on Nick.com and in Nickelodeon magazine.
This week, Stride Rite will give away official SuperBalls while supplies last with every purchase of SuperBall shoes—the first footwear to include a SuperBall in the heel the shoe. In-store flyers will also support the partnership and drive viewers to the upcoming SpongeBob marathon.
“Our partnership with Stride Rite is the melding of two leading entertainment brands for kids,” said Jim Perry, executive vice president, 360 Brand Sales for Nickelodeon and MTVN Kids and Family Group, in a statement.