K-Swiss Toughens Image With Ironman

March 19, 2009: In an effort to change consumer perception that its performance footwear and sportswear are mainly intended for casual workouts at the gym, K-Swiss has signed a "long-term, official partnership" with World Triathlon Corp. to expand its alliance with the Ironman brand. Financial terms were not disclosed. K-Swiss becomes the exclusive footwear and apparel provider of an "evolving collection of co-branded K-Swiss/Ironman performance and lifestyle footwear and apparel." The pact is an extension of the company's alliance with Ironman, which includes the official run course sponsor of both world championship events: the Ford Ironman World Championship in Kailua-Kona, Hawaii, and the Foster Grant Ironman World Championship 70.3 in Clearwater, Florida. K-Swiss also serves as a sponsor for all other domestic Ironman events. K-Swiss endorsers include such triathletes, Olympians and Ironman champions as Paul Amey, Terenzo Bozzone, Hillary Biscay, and Chris Lieto. Other Ironman marketing partners include Ford, PowerBar, Timex and Gatorade. Endorsers also include tennis players Anna Kournakova and Mardy Fish. The K-Swiss/Ironman product will initially be sold at www.Kswiss.com and www.ironman.com and at Ironman events before expanding into retail. "Ironman athletes demand top-performing products to endure the rigorous training and competition," Erik Vervloet, K-Swiss sports marketing director, said in a statement. "K-Swiss has spent the last several years developing and testing our products with world-class Ironman athletes, culminating in products that are ready to perform at the highest level, and uphold the Ironman logo." Back to Home Page