Gen-Z D2C Athletic Opps: K-Swiss taps marketing VP as spend increases significantly (Score 25)
Tennis gear e-retailer K-Swiss named Anna Amador as marketing VP, effective February 2022. Amador was most recently the marketing VP at Skechers; now, she will oversee global brand expression focused on regional efforts.
This isn't K-Swiss's only recent leadership change. In January 2022, the company named Christine Kayayan as brand marketing manager. She previously served as the PR and marketing manager at ConsumerTrack.
These hires show that K-Swiss is starting to focus more on marketing, which could lead to spend increases and/or agency reviews.
So far this year, Pathmatics shows the company has spent roughly $117.3k on digital ads, more than double the roughly $45.5k it spent within the same 2021 timeframe. In 2021, K-Swiss's approximate full-year spend increased 44% to $635k from that of $441.2k in 2020. The company has earned ~13.2m digital impressions via Facebook (86%) and Instagram (14%) ads.
This sharp rise in digital spend, along with this reliance on paid socials, lead me to believe K-Swiss is primarily targeting athletic Gen-Z right now. Therefore, it may make future forays into additional digital channels such as OTT and/or podcast. Sellers able to offer relevant ad space should contact soon to secure some of these increasing ad dollars. Remember, K-Swiss is also focused on regional initiatives.
Agency & martech readers - Marketing hires like this one often lead to agency reviews, so keep K-Swiss on your radar for future work.