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Yet another footwear brand has decided to draw on the star power of an accomplished athlete, this time from the world of tennis.
K-Swiss tapped five-time Wimbledon winner Venus Williams as its latest brand ambassador. The face of the heritage tennis brand’s “Club K-Swiss” campaign, Williams also designed a limited-edition footwear and apparel collection in partnership with her activewear and lifestyle brand EleVen by Venus Williams.
The K-Swiss x EleVen by Venus Williams Limited Edition capsule includes one footwear release, the K-Swiss Classic 66 X EleVen by Venus Williams, as well as an assortment of preppy apparel. Items include the MVP Varsity Jacket, Prep Rally Hoodie and School Spirit Sports Bra, as well as a sweater, pair of joggers, tops and leggings. The collection went on sale in November with prices topping out at $298 for the jacket.
Williams founded EleVen by Venus Williams in 2007. Largely focused on women’s tennis and everyday apparel, the brand branched out last year to partner with Credo Beauty, debuting a line of mineral-based SPF products. The four-time Olympic gold medalist also founded V Starr, a full-service commercial and residential interior design firm.
Williams’ K-Swiss partnership arrives months after another well-known…
Since 1966, K-Swiss has gained widespread popularity with the creation of its all-leather tennis shoe, the K-Swiss Classic. The California-based sneaker company has become a major legacy of the sport, with wearers including seven-time Grand Slam winner, Venus Williams who partnered with the brand in 2021.
K-Swiss was bought by Chinese sporting goods manufacturer Xtep in 2019, a major catalyst in the company’s foothold in the China market. The brand has opened 60 mono-brand stores with a fast-to-market product creation pipeline. Another key component was bringing back veteran K-Swiss executive, Barney Waters.
Notably, the company has cemented its place within the sneaker market by innovating and expanding its consumer reach. K-Swiss has expanded in the pickleball market, partnered with McLaren’s Formula 1 team and will launch the K-Swiss Racquet Club in the spring — a capsule of premium products and collaborations to select retailers globally.
Here, Waters, brand president of K-Swiss, sat down with Fairchild Studio to discuss the brand’s heritage and leadership in the tennis space, upcoming new product unveiling and more.
Fairchild Studio: Why do you think K-Swiss’ heritage and its foothold in the American tennis space has stood the test of time?
Barney Waters: The benefit…