Best known for their high-performance tennis shoes, K-Swiss is showing that a brand can branch out successfully and do it in style. David Ho heads to Macau to check out their newly opened flagship store and star-studded fashion show

K-Swiss is experiencing a rebirth, as the brand expands its reach with a line of new boutiques and fashion offerings.

“As a high-end fashion-sports brand, K-Swiss is presenting a brand new image through new shop design concepts, product innovation and prime locations for new opened shops,” Victor Yang, KSGB Global CEO, tells #legend.

This ambitious declaration is backed up by some solid plans, as K-Swiss aims to open two shops in Hong Kong and two in Macau in 2024. Yang shares this as they open their first flagship store in Macau at The Venetian, which is a nearly 2,000 square feet space in white that acts as the perfect canvas for the colours in K-Swiss’ new collection to really pop.

Yang promises “a whole new world” to come, as the revamp of the brand is more than just skin deep. While retaining its roots in the tennis shoes they are known for, K-Swiss is expanding its fashion palette. At their Macau fashion show for its Re-Born Spring/Summer 2024 collection, we see a range of looks, ranging from sporty tennis outfits and preppy fashion to sleek street styles and skiwear. Sizzling performances by K-pop star Rain and Singaporean Shigga Shay turned up the heat for the crowds, which included celebrities like Nicholas Tse, Gin Lee and Kenny Kwan.

The new K-Swiss Spring/Summer 2024 collection creates a wardrobe that combines leisure and professional high-end sports fashion, according to Yang. In the new Re-Born range, the Club collection is a vintage-inspired and sophisticated line that elevates tennis fashion to a whole new level. It is interpreted through the eyes of the brand’s ambassador, which happens to be Hong Kong superstar Nicholas Tse.

There is also the K-Swiss x Karl Lagerfeld limited edition collection for Greater China, which takes inspiration from the classic black and white elegance of the late designer’s signature look. K-Swiss’ iconic SI-18 shoe is presented in this joint collection with delicate woven macramé and leather stitching, giving us a collectible chunky shoe with a black-and-white segmented sole in a customised shoe box.

Of course, footwear was where it all started for K-Swiss in 1966 when a pair of Swiss brothers started importing leather tennis shoes from their homeland. So shoes remain a focal point to this day. “Shoes have always been our priority and we keep on launching innovative footwear with the latest technology and crossover capsules to the market. Our product development team are aware of the need for comfort, as well as the demand for a good fit for the Asian market. That’s why we bring technology to the fore and aim to launch the most comfortable shoes in the market,” says Yang.

For Yang, K-Swiss’ new designs and innovation bring about what the brand ultimately wants to show the world – a ‘Re-Born’ image.

Also see: Max Mara: Creative director Ian Griffiths on fashion in the digital age