But lest you think the company was just borrowing off the superhero trope without really understanding its origins, they produced two Incredible Elastika comic books that were given away with the shoes! (A third issue featuring Z Strap was also produced.)
The characters were all created by John Massé. Massé has done quite a bit of work for Skechers and produced both the original commercials as well as the Zevo-3 show. I'm presuming Sketchers still owns the characters, however.
What I find interesting is that, even after the failed initial promotion, Skechers felt they still had something worth pursuing in the characters. In fact, I understand that it was the success of the comics themselves (in spite of the shoe sales!) that led to the creation of an entertainment division within Skechers.
What I don't understand, though, is why they didn't continue the comics, which they now had some experience with and had seen some success with, and instead moved over into animation, which is notoriously laborious but with equally slim margins as comics.