Shares of Skechers (SKX) advanced 1.9% Monday after American Meb Keflezighi, who is sponsored by the shoe manufacturer, won in the Boston Marathon.

Keflezighi, who won Boston in a time of 2:08:37, originally signed with Skechers in 2011 and in 2013 re-signed with the company through 2016.

"This is a very significant win for both Meb and the Skechers Performance Division, but also, and more importantly, for Boston and America," said Rick Higgins, VP of Merchandising & Marketing for the Skechers's performance unit, in a statement. 

"We are so proud of Meb and his monumental accomplishment on what was clearly a very emotional day. We could not think of a better Skechers Performance brand ambassador than Meb."

Keflezighi debuted the company’s new SkechersGOmeb Speed 3 in the Boston win coinciding with Skechers’s new ad campaign.