When was k swiss founded

Because K-Swiss was located in California, the company's products were particularly visible along the West Coast, an area that attracted a great number of Japanese residents and tourists. In the s, K-Swiss's shoes began to gain an almost cult-like status in Japan, and during the course of that decade the company opened up dozens of accounts in that country.

As the company's U. Much of K-Swiss's success was paradoxically based on what the company did not do: it didn't advertise on radio, in magazines, or on television; it didn't put out new styles of shoes every season, and it made no attempt to create consumer interest through eye-catching logos or colorful designs. The shoes were worn by athletes, and gained their popularity primarily through a reputation for durability and reliability. K-Swiss's quiet but steady presence kept the company small, but also allowed it to maintain a stable niche in the growing athletic footwear industry.

Such a strategy held the young company in good stead throughout the s, when athleticwear was reserved exclusively for the courts and the track, but when trends began to change in the next decade, K-Swiss found itself faltering. In the s the athletic apparel industry exploded, with companies such as Nike, Reebok, and Adidas popularizing everything from sweatshirts to basketball shoes. Athletic gear was no longer just for working out: it became a fashion statement.

The simple sneaker was no more, as footwear became increasingly specialized, as styles for cross-training, running, walking, basketball, and aerobics took the place of what was once a relatively generic design. Simplicity gave way to flashy and colorful styles, with companies like L. Gear becoming more popular than the staid lines offered by K-Swiss. By the mids, K-Swiss was still enjoying some success, particularly in Japan, but its sales had slowed.

In the mids a retail executive named Steven Nichols took an interest in K-Swiss that was to change the shape of the company's future.

Nichols was aware that K-Swiss's sales were stumbling and thought the company's founders might be amenable to being bought out. When Stride Rite refused, Nichols resigned, convinced that with the proper backing he could acquire K-Swiss himself and take advantage of the rapidly expanding athleticwear market.

Nichols thought that much of the company's success lay in its snob appeal. It was a popular label with wealthier consumers--the average price of a pair of K-Swiss shoes was well above that of many of its competitors--and in a sense its almost anonymous styling was what made the shoe so desirable.

Year after year 'the Classic' endured, while trends came and went. However, Nichols also knew that in the increasingly competitive arena of athletic footwear, K-Swiss needed more visibility in order to survive. The trick, then, was to maintain the label's 'country club' appeal while simultaneously broadening its targeted market. After Nichols took over at K-Swiss, the company began to advertise for the first time. K-Swiss was founded in , when two Swiss brothers moved to California to create a footwear brand focused on tennis.

As avid skiers and tennis players, the brothers took inspiration from leather ski boots to create a court shoe that supported the aggressive side-to-side movement of tennis. Introduced in , the K-Swiss Classic was the first all-leather tennis shoe. The K-Swiss Classic quickly gained worldwide acclaim and became a style statement both on and off the court. More than 50 years later, K-Swiss' modern brand mission is to outfit and inspire the next generation of entrepreneurs.

These young leaders are at the forefront of today's culture, influencing and inspiring young people around the world. Using functional design concepts from ski boots, the K-Swiss founders focus on supporting the lateral movement of tennis, building the K-Swiss Classic.

The style and function of the iconic K-Swiss Classic makes it a staple on tennis courts, and in country clubs, around the world.

K-Swiss was granted the patent to the D-R Cinch lacing system, a multi-ring design which gave the wearer more support during lateral movement. The designs went from generic to flashy slowly pushing the classic K-Swiss products down the totem pole. As the decade went on the sales had slowed but they still retained popularity in Japan. In the mids is when Steven Nichols became interested in K-Swiss and wanted to buy them out. When they refused he resigned and decided to try and buy them out himself with proper backing.

By the s K-Swiss upped their advertising and placed methodical limits on their inventory. Today K-Swiss is a major shoe brand that is sold in stores all over the United States as well as other countries.

K-Swiss also does more than just shoes. They have apparel lines that keep up with the latest trends and high-tech material that you would expect from your favorite athletic brand. Here at Tennis Express, you can find K-Swiss shoes and apparel that will match your style and game.

Go out to the courts as a trend setter and keep an eye on our blog for the latest news and trends! Skip to content. Their Inspiration The two brothers were avid skiers and got the inspiration for their first shoes from their leather ski boots. Growing Popularity By the s their popularity grew in Japan which lead to them having their shoes produced in South Asia.