Lifestyle coach gets behind K-Swiss

Posted by By Gary Roethenbaugh at 6 April, at 00 : 00 AM Print

Maintaining momentum in the world of triathlon, K-Swiss has gone back to its active lifestyle roots and formed a global endorsement deal with leading wellness expert Jillian Michaels.

This is the first formal performance brand endorsement for Michaels. Under a multi-year partnership, the trainer and life coach best known for her contributions to the inspirational US television series ‘The Biggest Loser’ will represent K-Swiss and participate in interactive retail and consumer-facing programmes throughout the year.

In the future, Michaels will develop a collaborative product line with the California sports brand.

"Jillian will be a great ambassador," said David Nichols, Executive Vice President of K-Swiss. "As a California-native she has built a successful career around helping people celebrate a healthy, active lifestyle. We share the commitment and passion for helping others to reach their personal best, and the fun that goes along with it."

"The partnership grew organically once I discovered how much I enjoyed wearing and working out with the K-Swiss Tubes," said Jillian Michaels. "They are affordable, comfortable and stylish. It only made sense to work with a brand that I was already a fan of."

Michaels has worn the K-Swiss Tubes Run 100, which retail for around US$75, on various television appearances this year. The Tubes’ cushioning technology features full-length cylinders to provide a responsive heel-to-toe transition and smaller cylinders strategically placed on the medial side to provide more stability.

Empowered Media, which operates the Jillian Michaels wellness brand commented further. According to Empowered Media Co-Founder and CEO, Giancarlo Chersich, "Jillian and I decided that we wanted to take a different approach in selecting an athletic brand partner. We looked for a company with an organic approach and one which understood the look, feel and sensibility of our brand.

"We know K-Swiss represents all aspects of the right partnership. They remain at the forefront of creating innovative, stylish and affordable products for consumers that embody Jillian’s native California spirit and lifestyle."

www.kswiss.com
www.jillianmichaels.com

All news