BOSTON Independent Toth Brand Imaging introduces the tagline “Keep it pure” in its first salvo for K-Swiss.
The work breaks in March publications and features tennis stars Tommy Haas, Alona Bondarenko and Anna Kournikova and triathlete Chris Lieto, among others, all photographed by Richard Phibbs.
The ads feature two images of each athlete (action shots and stylized portraits) and use no copy other than the tagline.
Toth in Cambridge, Mass., added the footwear business last December following a review.
Toth succeeded the Gale Group in New York on the K-Swiss ad account, though the latter continues to handle PR for the client. PGR Media in Boston, which frequently partners with Toth, added media buying for K-Swiss.
K-Swiss has spent $15-20 million annually in measured media in recent years, per Nielsen Monitor-Plus.
The company has struggled of late but vowed that changes in products, design and the star-studded marketing push from Toth would spur a turnaround.
Toth cd Joanne Reeves, art director Kimberlee Eten, copywriter Cat Doran and digital designer Matthew Parmet collaborated on the effort.