Women’s Wear Daily
04.20.2014
business
business

Shop Talk: K-Swiss in L.A. … Payless Enters Philippines

K-Swiss bows running store in Santa Monica, Calif.

By
with contributions from Kristen Henning
business/news
kswiss

Running On
K-Swiss has opened its first running store in the U.S.

The store, located in Santa Monica, Calif., will offer performance footwear, apparel and accessories, as well as lifestyle components for all levels of athletes. The company said it would use the shop to elevate the brand’s presence leading up to the March 2010 Los Angeles Marathon, for which K-Swiss is the official footwear and apparel sponsor.

“The Santa Monica store will play a key role in our partnership with the Los Angeles Marathon, especially [because] the finish line is less than a mile away from the store,” said David Nichols, EVP of the Westlake, Calif.-based company. “With product, experienced staff and coaching advice, we see the store as a go-to destination for runners as they train for this big event.”

Plans are also in the works to strengthen the brand’s relationship with the local running community by having a retail presence at local road races and offering the store as a gathering spot to running clubs and associations for group runs, meetings and clinics.

K-Swiss currently operates running stores in Taiwan, Korea, Singapore and Hong Kong.

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