In 2011, K-Swiss took a big swing when it came to marketing.
The Los Angeles-based shoe company had been relegated to second-tier status by the Nikes and Adidases of the world and was losing ground to rising companies like Under Armour. K-Swiss had been mostly known as a tennis specialist and, in the late 1990s and early 2000s, had successfully expanded the company’s reach behind its “I Wear My K-Swiss” campaign.
Despite a relatively recognizable logo, the shoes were often regarded as preppy apparel for fancy people — a brand closer to Lacoste than Reebok. This all changed roughly a decade ago. The company’s branding took a hard left turn in hopes of attracting a new market: Bros.
