K-Swiss Partners with LA Marathon

In support of its recent focus on the technical running market, K-Swiss Inc. has agreed to a multiyear deal with the Los Angeles Marathon to become the official footwear and apparel sponsor.

The partnership includes a collaborative effort between K-Swiss and the marathon to produce a full collection of apparel, which will be sold at retail, online and at K-Swiss’ managed and owned stores in Asia. The collection will also sell on race day through various retail “pop-up” stores, as well as at the Expo, a two-day health and wellness convention that coincides with the March 21, 2010, marathon.

In addition, K-Swiss will have a presence at several special events during the “race weekend,” including the marathon’s city block parties, and the Finish Line beach party.

“Our partnership with the Los Angeles Marathon is a carefully planned part of our commitment to the running market,” David Nichols, EVP at K-Swiss, said in a statement.

The athletic firm announced a strategic focus on the running market in May, as part of its brand repositioning. K-Swiss developed a new division, called California Fit, which will debut next spring with the company’s largest collection of running styles. That line will expand on its miSoul interchangeable footbed technology, which allows consumers to select and interchange footbeds depending on their specific training requirements.