K-Swiss athletic apparel acquires FORM Athletic brand
California Sports Company K-Swiss announced that it has agreed to acquire FORM Athletic, but did not disclose any terms of the deal, according to the company
As part of the agreement, FORM Athletics Incumbent Founder and Chief Executive Officer Mark Miller will become president of FORM Athletics, and will serve as president of K-Swiss Orange County.
Miller is known for having built businesses for iconic sporting brands over the last 30 years. From launching M3 Snowboards in 1996 to most recently leading the growth of DC Shoes, he is a “force in the action-sports industry,” the companies reported.
Founded this year in Laguna Beach, Calif., FORM Athletics is a sporting-apparel company that promotes athleticism and not aggression, while also promoting a healthy and active lifestyle. FORM specializes in manufacturing apparel for Mixed Martial Arts, surf and skate athletes.
K-Swiss’s roots trace back to the very first all-leather tennis shoe, the K-Swiss Classic in 1966, and has since established itself as a top sports brand in the market. The Westlake Village, Calif.-based company creates footwear and apparel that is heavily marketed towards athletes participating in individual sports like tennis, running and triathlons.
The agreement stipulates that K-Swiss
led by Miller, who is charged with overseeing the company’s growth and future product-line extensions from FORM.
He is also responsible for creating a strategic plan for the K-Swiss Orange County youth division, as well as guiding the sales structure and design and brand direction. Miller will steer youth marketing/communications programs and interface with the brand’s athlete, entertainment and music initiatives.
“My vision for this division is to create something completely authentic and extremely relevant to reach the younger consumer,” Miller said in a statement. “We will merge the history of K-Swiss with the wants and needs of our target customer, in a unique way.”
Miller is confident that K-Swiss’s new division will effectively engage consumers in a meaningful way as well as retailers from a branding and product perspective.
“Mark has incredible experience leading some of the most prominent action-sports companies in history, and we are confident that he will create a progressive and successful program for K-Swiss,” K-Swiss Executive Vice President David Nichols said in a statement.
Due to its high priority and preference in the Mixed Martial Arts world, Nichols went on to say that the FORM Athletics brand is a great fit for K-Swiss due to its relevance in the newest sports markets.
“Viewership and participation in Mixed Martial Arts events is explosive, as is the market for Mixed Martial Arts consumer brands,” he added.
Since its inception in January 2010, FORM has garnered a global fan following and has captured the attention of athletes like Ultimate Fighting Champion Mark Munoz and Mixed Martial Arts fighters Joseph Benavidez and Jon “Bones” Jones.
“In my discussions with K-Swiss, it became obvious that the companies share brand values,” Miller said in a statement. “There are many synergies and benefits to FORM being part of the K-Swiss portfolio and part of a growth-oriented and well-financed public company.”
Director of Public Relations Jennifer MacFarland told WinmoEdge that K-Swiss no longer works with PGR Media out of Boston for its media efforts, but rather, is currently contracting Los Angeles-based 72andsunny for its full-service design and advertising efforts.
Our source said that this is a new agency relationship, and one that is responsible for a big campaign that’s slated to release on Monday next week.
She declined to discuss strategic partnership opportunities at this time, but said that these opportunities and more will be addressed in next week’s announcement.
The Nielsen Company reported that K-Swiss spent about $3.2 million on measured media in 2009. About $2.6 million was spent on national magazine ads, about $500,000 was spent on network television ads and about $50,000 was spent on Internet ads.
31248 Oak Crest Drive
Westlake Village, CA 91361
President & Chief Executive Officer
President, FORM Athletics & K-Swiss Orange County