K-Swiss
Encyclopedia
K-Swiss, Inc. is an American footwear
company based in Westlake Village, California
. The company designs, develops, and markets a range of athletic shoe
s under the K-Swiss brand
.
, by the two Swiss brothers Art and Ernie Brunner who became interested in tennis
after immigrating to the United States, where they introduced the first leather
tennis shoes.
In 1986, Steven Nichols, while working at Stride Rite, was so impressed with the K-Swiss tennis shoe that he tried to convince his bosses to purchase the K-Swiss company. When his superiors passed on the opportunity he headed a group of investors that bought the company for $20 million. Mr. Nichols called the K-Swiss white stripes on white leather tennis shoe a "classic 50-year shoe", and in 2005, global sales passed $500 million. The company has grown internationally and passed $100 million in revenue in Europe in 2006. It acquired the Royal Elastics
shoe firm in 2001, but sold it off to a management-led investment group in 2009.
In the 1990s, Steven Nichols boosted K-Swiss's marketing budget and hired a number of key individuals from large companies, such as Procter and Gamble, and began a marketing blitz around the K-Swiss brand. Advertising campaign
s encouraged users to personalize the trademark stripes under the slogan "Put Your Spin on It." The brand includes their color changing K-Swiss Tongue Twister in 2003, the Stripe Shifter, and most recently their Band Em footwear styles.
Steven Nichols owns a little over 22% of the K-Swiss company (2006). His son David Nichols is the company's Executive Vice President since 1995 and President of Europe Operations.
In July of 2011, an advertising video was released wherein the fictional character Kenny Powers
was reported to have "purchased" 51% of K-Swiss stock.
Footwear
Footwear consists of garments worn on the feet, for fashion, protection against the environment, and adornment. Being barefoot is commonly associated with poverty, but some cultures chose not to wear footwear at least in some situations....
company based in Westlake Village, California
Westlake Village, California
Westlake Village is a planned community that straddles the Los Angeles and Ventura county line. The eastern portion is the incorporated city Westlake Village, located on the western edge of Los Angeles County, California. The city, located in the region known as the Conejo Valley, encompasses half...
. The company designs, develops, and markets a range of athletic shoe
Athletic shoe
Athletic shoe is a generic name for the footwear primarily designed for sports or other forms of physical exercise but in recent years has come to be used for casual everyday activities....
s under the K-Swiss brand
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
.
History
K-Swiss was founded in 1966 in Los Angeles, CaliforniaLos Angeles, California
Los Angeles , with a population at the 2010 United States Census of 3,792,621, is the most populous city in California, USA and the second most populous in the United States, after New York City. It has an area of , and is located in Southern California...
, by the two Swiss brothers Art and Ernie Brunner who became interested in tennis
Tennis
Tennis is a sport usually played between two players or between two teams of two players each . Each player uses a racket that is strung to strike a hollow rubber ball covered with felt over a net into the opponent's court. Tennis is an Olympic sport and is played at all levels of society at all...
after immigrating to the United States, where they introduced the first leather
Leather
Leather is a durable and flexible material created via the tanning of putrescible animal rawhide and skin, primarily cattlehide. It can be produced through different manufacturing processes, ranging from cottage industry to heavy industry.-Forms:...
tennis shoes.
In 1986, Steven Nichols, while working at Stride Rite, was so impressed with the K-Swiss tennis shoe that he tried to convince his bosses to purchase the K-Swiss company. When his superiors passed on the opportunity he headed a group of investors that bought the company for $20 million. Mr. Nichols called the K-Swiss white stripes on white leather tennis shoe a "classic 50-year shoe", and in 2005, global sales passed $500 million. The company has grown internationally and passed $100 million in revenue in Europe in 2006. It acquired the Royal Elastics
Royal Elastics
Royal Elastics is a brand of athletic and leisure shoes that fastens with velcro and elasticated cord instead of laces.The company was founded in 1996 by two Australians who realised there was no need for laces in sneakers, and produced shoes fastened using velcro or elasticated cord.It was...
shoe firm in 2001, but sold it off to a management-led investment group in 2009.
In the 1990s, Steven Nichols boosted K-Swiss's marketing budget and hired a number of key individuals from large companies, such as Procter and Gamble, and began a marketing blitz around the K-Swiss brand. Advertising campaign
Advertising campaign
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication...
s encouraged users to personalize the trademark stripes under the slogan "Put Your Spin on It." The brand includes their color changing K-Swiss Tongue Twister in 2003, the Stripe Shifter, and most recently their Band Em footwear styles.
Steven Nichols owns a little over 22% of the K-Swiss company (2006). His son David Nichols is the company's Executive Vice President since 1995 and President of Europe Operations.
In July of 2011, an advertising video was released wherein the fictional character Kenny Powers
Kenny Powers
Kenny Powers is the fictional main character from the HBO television series Eastbound and Down, played by American actor Danny McBride. Powers is portrayed as a once dominant baseball pitcher, whose poor work ethic and short temper jeopardized his professional career...
was reported to have "purchased" 51% of K-Swiss stock.