Brand Tone

Heritage-driven, Classic, Performance-oriented, Entrepreneurial, Inspiring, Stylish, Occasionally Irreverent/Humorous

Brand Values

• •Heritage & Authenticity
• •Innovation
• •Performance & Quality
• •Entrepreneurial Spirit
• •Commitment & Passion
• •Style

Best Practices

• •Embrace the Heritage: Consistently weave in references to K-Swiss's founding in 1966, its tennis roots, and its California Classic identity. This reinforces authenticity and legacy.
• •Balance Classic with Modern: While highlighting iconic designs, ensure the language also feels current and forward-looking, especially when targeting younger demographics or entrepreneurs.
• •Speak to Performance and Quality: Use strong, confident language that reflects the durability, support, and technology built into K-Swiss footwear. Mention specific materials like leather where appropriate.
• •Inspire and Empower: Incorporate an aspirational tone, particularly when addressing the entrepreneurial audience. Focus on themes of leadership, innovation, and achieving goals.
• •Maintain Visual and Verbal Synergy: Ensure the tone of the copy aligns with the imagery used in marketing materials. If showcasing a classic shoe, the copy should evoke timeless style; if featuring a new tech shoe for athletes, the copy should be more dynamic and performance-focused.

Social Perception

Positive recognition of classic style and durability, comfort and fit (mixed but generally positive), good for tennis and pickleball, nostalgia, perceived as a sleeping giant, some concerns about changes in quality/design.

Copy Examples

• •Headline: K-Swiss: Classic Since 1966. Engineered for Today's Game. Body: From the courts that defined legends to the streets that inspire innovators, K-Swiss blends timeless American tennis heritage with modern performance. Step into your legacy.
• •Headline: Build Your Empire. Start with Your Stance. Body: The next generation of entrepreneurs doesn't just dream big, they do big. K-Swiss delivers the iconic style and enduring comfort to power your every move, from the first pitch to the final handshake.
• •Headline: More Than a Shoe. It's a Statement. Body: The K-Swiss Classic. Worn by icons, rebels, and visionaries for over 50 years. Authentic design, uncompromising quality. What will your statement be?
• •Headline: Ace Your Style. Dominate Your Day. Body: Whether it's match point or a crucial meeting, K-Swiss performance and lifestyle footwear is crafted for those who play to win. Experience the fusion of California cool and court-ready technology.
• •Headline: Inspired by Skiers. Perfected for Tennis. Reimagined for You. Body: Our journey began with a revolutionary idea: a leather tennis shoe offering unparalleled support. Today, that spirit of innovation drives every K-Swiss design, empowering athletes and creators to write their own history.