K-Swiss

K-Swiss, Inc.
Company type	Private
Industry	Athletic footwear
Founded	1 January 1966; 60 years ago in Los Angeles, California, U.S.
Founder	Art Brunner, Ernie Brunner
Headquarters	Glendale, California, United States
Area served	Worldwide
Key people	Truman Kim (chairman), Larry Remington (president and CEO), Barney Waters (president as of 2016)
Products	Athletic footwear, sneakers
Owner	KP Global (since 2024)
Parent	KP Global
Website	www.kswiss.com

K-Swiss, Inc. is a U.S.-based athletic footwear company with its main office located in Glendale, California. The brand was founded in 1966.

History

The inception of K-Swiss dates back to 1966 in Los Angeles, when Swiss siblings Art and Ernie Brunner, who had immigrated to the United States and developed a passion for tennis, launched the company. Their initial product line consisted of leather tennis shoes imported from the Swiss producer Kuenzli. The name "K-Swiss" originates from the letter "K" representing Kuenzli combined with "Swiss."

In 2001, K-Swiss took control of a majority share in the Australian label Royal Elastics, which it later divested in 2009, realizing a profit of $1.4 million. The period from 2009 through 2012 was marked by cumulative losses amounting to $195 million for the company. In January 2013, the Korean corporation E-Land World Limited acquired K-Swiss for $170 million and installed Truman Kim as chairman alongside Larry Remington as president and CEO.

The brand broadened its offerings by purchasing Supra Footwear in June 2015. To facilitate expansion, K-Swiss moved its headquarters from Westlake Village to Downtown Los Angeles in 2016.

In August 2019, Chinese sports equipment manufacturer Xtep International Holdings Limited acquired E-Land Footwear USA Holdings Inc., including K-Swiss. By 2024, K-Swiss transitioned to private ownership under KP Global for $151 million and shifted its headquarters to Glendale, California, signaling a new direction in its global business approach.

Marketing

During the 1990s, Steven Nichols increased K-Swiss’s marketing expenditures and brought on board key personnel from leading firms such as Procter & Gamble. From 1997 until 2008, Creative Director Mindy Gale led the New York agency team responsible for creating K-Swiss advertising campaigns. One notable effort was the "I Wear My K-Swiss" initiative, which ran across television and print media for five years targeting young urban demographics.

A rebranding effort in 2007 featured Anna Kournikova, reinforcing the company's tennis legacy. An advertisement released in 2011 starring Danny McBride portraying the fictional character Kenny Powers attracted attention due to its edgy style.

In September 2014, an internally crafted new brand identity was unveiled, highlighting K-Swiss’s American tennis heritage through a typeface dating back to 1966 and colors inspired by tennis courts. The company also supports events that resonate with its audience, such as Ireland’s inaugural sneaker convention organized by Dub City Sneakz in Dún Laoghaire.

By 2016, President Barney Waters described K-Swiss as producing sneakers tailored for entrepreneurs. This vision was exemplified by a partnership launched in 2017 with entrepreneur Gary Vaynerchuk. Following this, campaigns featured business figures like Karen Civil, Ben Baller, and Natalie Ellis, strengthening the brand’s association with entrepreneurship.

In 2019, K-Swiss introduced a footwear collaboration inspired by the television series Breaking Bad, broadening its market reach through pop culture affiliations.

External links

Kuenzli Schuhe (Swiss) History