K-Swiss

K-Swiss is an iconic American athletic shoe brand, having its roots firmly planted in Downtown Los Angeles. Founded in 1966 by Swiss brothers Art and Ernie Brunner, the company carved out a niche in the market with its import of high-quality leather tennis shoes from the Swiss manufacturer Kuenzli, hence the name "K-Swiss"​.

Over the years, K-Swiss has made significant strides in expansion and diversification. In 2001, the company acquired a majority stake in the Australian brand Royal Elastics, later selling it in 2009 for a notable gain​1​. More recently, in 2015, K-Swiss incorporated Supra Footwear into its portfolio, moving its headquarters to Downtown Los Angeles the following year​​.

Despite facing financial challenges in the early 2010s, K-Swiss displayed resilience and adaptability. It was sold to the Korean firm E-Land World Limited in 2013 following a series of losses, leading to a restructuring of the executive team and marking the beginning of a new era for the company​​. Further change came in 2019 when K-Swiss was acquired by Xtep International Holdings Limited, a Chinese sports equipment manufacturer​.

Marketing has been a key part of K-Swiss's strategy for maintaining a strong brand presence. In the late '90s, the company significantly boosted its marketing budget, launching successful advertising and publicity campaigns that targeted young, urban consumers​​. K-Swiss has also had its share of star power, with a rebranding campaign featuring tennis superstar Anna Kournikova in 2007, and a noteworthy advertisement featuring actor Danny McBride as Kenny Powers in 2011​​.

In keeping with its tennis roots, K-Swiss unveiled a new brand identity in 2014 that emphasized its heritage as an American tennis brand. The company even incorporated elements from its history into the design, such as a 1966 typeface and a tennis court color palette​​.

In recent years, K-Swiss has positioned itself as the "sneaker for entrepreneurs," launching collaborations with well-known entrepreneurs such as Gary Vaynerchuk, Karen Civil, Ben Baller, and Natalie Ellis​​. They also ventured into pop culture with a shoe collaboration with the TV series Breaking Bad in 2019​​.

Through all its ups and downs, K-Swiss remains an enduring name in the athletic shoe industry, a testament to its commitment to quality, innovation, and a brand image that resonates with its audience.