Sponsorship to be key strategy in rebranding
When looking for an apparel partner, K-Swiss may not be the first name you think of. For properties in California, that may be about to change.
K-Swiss, the apparel and shoe company founded by two Swiss brothers in Los Angeles over 40 years ago, has established a "new direction" for the brand that will include events and grassroots sponsorships in a number of sports that fit with the California lifestyle.
"Our new brand voice will communicate a playful, creative, and progressive California attitude towards sports and lifestyle," Chairman and President, Steven Nichols said in a call yesterday.
K-Swiss, perhaps best known in sponsorship terms for its deal with Anna Kournikova, has struggled recently with domestic revenues for the first six months of this year lower by more than 20...