Radamel Falcao García, the all-time leading goalscorer for the Colombian National Team, has joined Skechers as an official brand ambassador for the Latin American region.

Under the agreement, the veteran striker will wear Skechers Football boots during competitive play and headline the company’s upcoming lifestyle and performance marketing campaigns throughout the region.

Falcao, currently playing for Colombian Primera A club Millonarios, will compete in the brand’s Skx 2 Elite boot. 

The footwear line is designed for players who require precise strike control and features the company’s proprietary comfort and performance technologies.

Falcao’s family, including his wife, singer Lorelei Tarón, and their five children, will also feature in regional campaigns promoting Skechers’ broader men’s, women’s, and children’s footwear categories, such as the Glide-Step and Cozy Fit lines.

“Falcao is a legend not only for Colombia, but for all of Latin America. Falcao is a symbol of perseverance, professionalism, and discipline – values that align with Skechers,”  said Cristian Donghi, country manager for Skechers Colombia, Chile, and Peru.

The addition of Falcao points to an ongoing expansion strategy by the California-based footwear manufacturer within Latin America. 

The brand’s existing regional marketing roster includes actress Sofía Vergara and Spanish singer David Bisbal, supported by a retail footprint of 53 stores in Colombia and approximately 77 across the broader Latin American market.

Skechers US operates as a global footwear leader, distributing lifestyle and performance apparel, accessories, and footwear across 180 countries through roughly 5300 proprietary retail stores and external partners.

In March, the company opened its first store in Rio de Janeiro, its ninth in Brazil, and its second company-owned location.