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Friday, Mar 29, 2024

K-Swiss in Deal with Gym Chain

Life Time Fitness runners soon will be sporting some new kicks from K-Swiss. The Westlake Village-based shoe developer recently announced it will serve as the exclusive footwear and apparel provider for the fitness company’s running-themed programs and events business, which is called Life Time Run. K-Swiss has also been named the official footwear and apparel sponsor of more than 30 Life Time Endurance events nationally. Through the multi-year agreement, K-Swiss said it will work with Life Time Fitness to develop a co-branded, event-themed apparel line. The local company also will offer discounts and promotions on performance footwear and apparel to Life Time Run participants. “Time’s focus on training, running and triathlon aligns perfectly with the performance categories that K-Swiss is focused on,” said Erik Vervloet, vice president of sports marketing for K-Swiss, in a news release. K-Swiss was founded more than 40 years ago. It introduced the first all-leather tennis shoe, the K-Swiss “Classic,” in 1966. The company now offers performance and lifestyle footwear and clothing for several categories. “Countless athletes already rely on K-Swiss to support their training and racing needs,” said Ken Cooper, vice president of Life Time Endurance and Athletic Events, in a written statement. “We see a natural fit to have them engaged with our programs, events and brand.” Life Time Fitness operates about 90 centers in 20 states, according to its Web site. — Jessica Vernabe

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