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| area_served = Worldwide
| key_people =
| industry = [[Sportswear (activewear)|Sportswear]], [[Footwear|footwear]]
| products = Footwear, sportswear
| services =
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==History==
K-Swiss was founded in 1966 in [[Los Angeles]], [[California]] by two [[Swiss people|Swiss]] brothers, Art and Ernie Brunner. They became interested in [[tennis]] after [[Emigration to the United States|emigrating]] to the United States. They imported the [[patent leather]] tennis shoes from the Swiss Kuenzli shoe manufacturer, re-namingrenaming their company K-Swiss (K is for Kalifornia).
 
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. Award-winning Creative Director Mindy Gale led her NY based agency team in developing and producing K-Swiss advertising and publicity campaigns from 1997 until 2008. The "I Wear My K-Swiss" multi-media campaign ran for five consecutive years, targeting young urban consumers in print and on TV.
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==Marketing==
In September 2014, the company updated its brand identity. Keeping the K-Swiss name it unveiled a new marque. The new identity was created by a recently appointed internal creative team and plays up the company’scompany's heritage as an American tennis brand. All aspects of the new brand’sbrand's design, including its 1966 typeface and tennis court colour palette, hark back to this identity.<ref>{{cite news|url=http://www.transformmagazine.net/k-swiss-new-brand-retains-american-heritage|title=K-Swiss' new brand retains American heritage|date=7 October 2014|work=Transform magazine|access-date=14 October 2014|archive-url=https://web.archive.org/web/20141018141200/http://www.transformmagazine.net/k-swiss-new-brand-retains-american-heritage/|archive-date=18 October 2014|url-status=dead}}</ref> The company has been sponsoring events that appeal to their market as well as events which are likely to shape buying attitudes and help generate a positive reaction. One example is the sponsorship of Ireland's first sneaker convention run by Dub City Sneakz in [[Dún Laoghaire]] which K-Swiss sponsored.<ref>{{cite news|url=http://air-million.com/the-beatyard-playlist-presented-by-dub-city-sneakz/|title=Ireland's first sneaker convention in partnership with K-Swiss|date=8 August 2015|work=Air // Million|access-date=8 August 2015|archive-url=https://web.archive.org/web/20160304211135/http://air-million.com/the-beatyard-playlist-presented-by-dub-city-sneakz/|archive-date=4 March 2016|url-status=dead}}</ref>
 
In 2016, K-Swiss president Barney Waters made it the brand's mission to "make sneakers for entrepreneurs."<ref>{{Cite web|url=https://footwearnews.com/2018/business/athletic-outdoor/k-swiss-sneakers-brand-comeback-1202689657/|title=K-Swiss Is Trying Unconventional Moves — Will They Help the Brand Make a Comeback?|last=Verry|first=Peter|date=2018-10-01|website=Footwear News|language=en|access-date=2019-11-16}}</ref> The brand furthered this marketing angle by launching a collaboration with entrepreneur [[Gary Vaynerchuk]] in 2017.<ref>{{Cite web|url=https://www.entrepreneur.com/article/304465|title=Why Gary Vaynerchuk Is Putting His Name on a K-Swiss Sneaker|last=Oracles|first=The|date=2017-11-14|website=Entrepreneur|language=en|access-date=2019-11-16}}</ref> The company has since launched campaigns with other entrepreneurs, including [[Karen Civil]], Ben Baller, and Natalie Ellis.<ref>{{Cite web|url=https://respect-mag.com/2019/03/k-swiss-launches-we-are-the-west-campaign-w-ben-baller-karen-civil-natalie-ellis-more/|title=K-SWISS Launches "We are the West Campaign" w/ Ben Baller, Karen Civil, Natalie Ellis & More|date=2019-03-11|website=RESPECT.|language=en-US|access-date=2019-11-16}}</ref><ref>{{Cite web|url=https://footwearnews.com/2019/fashion/collaborations/k-swiss-we-are-west-coast-collection-footlocker-1202760715/|title=K-Swiss Takes Inspiration From West Coast Moguls in a New Collection|last=Miller|first=Claudia|date=2019-03-14|website=Footwear News|language=en|access-date=2019-11-16}}</ref>
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