K·Swiss partners with WTC
The World Triathlon Corporation announce that it has finalized a long-term, official partnership with performance footwear and sportswear brand, K·Swiss, to provide an evolving collection of Ironman performance and lifestyle footwear and apparel.
"We are excited to be partnered with K·Swiss. They understand the Ironman brand's DNA very well and have invested the necessary resources to develop an amazing line of footwear and apparel products," said Andy Giancola, Director of Sponsorship and Licensing for Ironman.
K·Swiss will also be the "Official Run Course Sponsor" of Ironman 70.3 Boise, Amica Ironman 70.3 Rhode Island, Ford Ironman Louisville, Ford Ironman St. George and both the Ford Ironman World Championships in Kailua-Kona, Hawaii, and the Foster Grant Ironman World Championship 70.3 in Clearwater, Florida. Furthermore K·Swiss will also serve as a sponsor for all other Ironman and 70.3 events domestically as well as Ironman UK and both 2009 Ironman events in Germany.
What about all the nay sayers who think that companies like K·Swiss merely buy their way into the sport?
"At the end of the day, every Ironman product we make will have to answer to one simple question, will this help a triathlete race, train or recover better? If the answer is yes, only then will we brand it Ironman," said K·Swiss Sports Marketing Director, Erik Vervloet.
K·Swiss also supports a growing roster of triathletes, Olympians and Ironman champions including Paul Amey, Terenzo Bozzone, Hillary Biscay, Leanda Cave, Gina Ferguson, Belinda Granger, Heather Gollnick, Chris Lieto, Luke McKenzie, Kim Loeffler and Matt Reed. Often companies seem to make the decision to either sponsor events or to sponsor athletes/teams. K-Swiss now clearly does both.
"I think the combination of both is crucial to the success of our brand," added Vervloet. "The only way to achieve any sort of authenticity for your brand, it has to be proven on the fields of battle (or roads in this case). The athletes are the only way we can do that. Any company can buy the back cover of a magazine, but the front cover is earned. It is earned by amazing athletes doing extraordinary things, and doing it in extraordinary products. We want to be those products. A shoe is a shoe, but an athlete gives it a story, it gives it life. Sponsoring events is equally important because it allows you a one to one experience with your consumer. It is the ultimate brand touch where you can connect your brand to the people. That interaction is equally crucial to telling our story. To me, Combining events and athletes is the only way to truly marry your brand to a sport."
How valuable has the feedback of the athletes been to K·Swiss?
"To say it has been valuable would be grossly understating the impact that their feedback has had on our running shoes and performance products," said Vervloet. "Our top athletes have been involved in every step (no pun intended) of our development. Without them, we wouldn't be where we are right now. We will continue to seek their expertise so that ultimately, we will make the best products for the athlete."
The K·Swiss/Ironman product will initially be sold through online distribution channels www.kswiss.com and www.ironman.com, on-site at the events and ultimately through strategic performance retail partners.
(Image #2 is Erik Vervloet in action at Ironman Canada)
