• Transform magazine
  • November 30, 2022


K-Swiss’ new brand retains American heritage


The trainer market is booming right now, with Nike and adidas leading the pack.

In this competitive environment of super-brands there is no room for complacency, and the latest athletic footwear retailer to refresh its brand is K-Swiss.

The new identity was created by a recently appointed internal creative team and plays up the company’s heritage as an American tennis brand. All aspects of the new brand’s design, including its 1966 typeface and tennis court colour palette, hark back to this identity.

Barney Waters, CMO of K-Swiss says, “With the resurgence of K-Swiss and our brand positioning around heritage American tennis, it was time to refresh the elements of our brand identity. We’ve managed to modernise the symbols while retaining the elements that have long term equity, such as the colour combination and the shield.”

For a company that has recently come under new leadership, the new brand clearly communicates that K-Swiss plans to move forward, without losing sight of its heritage and history. This addresses a concern likely to be held by the company stakeholders.