Casual K-Swiss refocuses on performance footwear

Friedman, Wayne
June 1999
Advertising Age;6/14/1999, Vol. 70 Issue 25, p8
Trade Publication
This article reports on the plan of K-Swiss to reintroduce performance athletic shoes in 1999 by using unknown athletes in its television advertisements. The campaign to be launched in July 5, 1999 will profile unknown athletes who will be seen training in K-Swis shoes in response set to an electronica sound track. The television commercial, to run into September 1999, are from Houston Helm of Marina del Rey, California. The sales and net income of K-Swiss in 1998 increased. The resurgence has been due to its Classics model which is a tennis shoe that debuted in the late 1960s when the company was formed. In 1909 however, the plan is to push its performance-based shoes by using unheralded athletes.


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