K-Swiss Inc. on Monday said it had signed a global multi-year endorsement deal with “Biggest Loser” TV fitness trainer Jillian Michaels.

Michaels, a New York Times list best-selling author with a growing number of product endorsements, will represent the Westlake Village athletic shoe maker at promotional events. She also will help develop a product line for K-Swiss’ California Sports brand.

Michaels already had been wearing the company’s Tubes Run 100 shoe on television appearances this year prior to the endorsement.

“As a California native, she has built a successful career around helping people celebrate a healthy, active lifestyle,” said Executive Vice President David Nichols in a press release. “We share the commitment and passion for helping others to reach their personal best, and the fun that goes along with it.”

Shares were up 11 cents, or 1 percent, to $10.37 in midday trading on the Nasdaq.