Kournikova signs as new face of sportswear firm K-Swiss

by Mark Banham, Brand Republic 23-Feb-07, 13:20

LONDON - International tennis player Anna Kournikova has been signed as the new face of shoe and sportswear brand K-Swiss.

She will appear in two television spots for the brand with the first airing next month, and will also feature in print ads in fashion and lifestyle magazines.

The commercials will communicate that with athleticism, grace, confidence and K-Swiss you can overcome all obstacles and reach your final goal, according to the company.

Kournikova said: "I'm looking forward to working with K-Swiss and am proud to be involved with a classic tennis brand, known for its performance, elegance and style."

In addition to appearing in its advertising, Kournikova will make personal appearances for the brand and wear K-Swiss tennis sneakers apparel for all her team and charity tennis match appearances.

Jennifer Weiderman, vice-president of marketing for K-Swiss, added: "Having an individual of Anna's profile represent K-Swiss will serve as a huge asset for the brand. Her mix of athleticism and style will help us to reach out to consumers 13-30, while bringing the brand back to its tennis heritage."

Earlier this month, K-Swiss launched an integrated digital push to support its new Nautical range of trainers.

Created by Inbox Digital, the campaign is based around a microsite featuring an online viral game, Street Kiter.

In the game, players "kite-surf" through the streets of K-Swiss Nautical city while avoiding obstacles like boats and sharks.