Well brands K-Swiss shoes

US sports shoe brand K-Swiss is repositioning itself with a new identity, created by Well Strategic Design in The Netherlands.

“The identity is now much flasher and younger and more aspiring,” says Well managing partner Hans Lormans. Currently known as a tennis shoe brand, the new branding will position the product at a broader public.

K-Swiss sells in 17 European countries, Asia and the US. The new identity will first appear in the UK, Germany and Benelux in January.

Well won the job against one Dutch group and three or four UK consultancies – all unnamed.