K-Swiss is a very successful tennis company looking to crack the running market. The challenge for K-Swiss is how to go from being a tennis company trying to sell shoes in the running market to becoming an authentic technical running specialty shoe brand. A key factor in K-Swiss’ favor is a loyal fan base, those who have worn K-Swiss footwear products from other categories tend to like K-Swiss. The other big plus is funding. K-Swiss has a sizable war-chest to go after the running market and be able to stick with their vision for quite some time. Add to this, K-Swiss Running is being led by a solid group of industry veterans with enough experience to get the job done. The pieces are in place for K-Swiss to take a stab at the market and be serious about it.
The Running Event is the annual expo where all the major vendors and the running specialty retailers who sell their products meet see what’s new and catch up. It’s one of the few chance for running specialty accounts to see all the major players together in one location. The Running Event allows all of us to cover a great deal of ground in a short period of time. This year’s event was held in Austin TX and it was the 3rd time I’ve attended.