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Houston Helm Takes Casual Basics Brand Into Performance Arena
LOS ANGELES–With Nike and Reebok stumbling, up-and-comer K-Swiss is making a push for a bigger share of the $7.5 billion U.S. footwear business, with an $18 million ad campaign that positions it as a performance brand.
Four TV ads from Houston Helm Fattel & Collins, Marina del Rey, Calif., broke last week in heavy rotation on MTV, Fox Sports and ESPN. The initial flight of network, cable and spot TV runs through June, then four more ads showcasing new athletes air during the back-to-school season.
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