For the first time in four years K-Swiss Inc. has signed an athlete endorser — 19-year-old tennis player Phillip Simmonds.
 |
Sources said Phillip Simmonds will earn more
than $50,000 a year from the deal. |
The $1 billion company is using Simmonds to celebrate its 40th anniversary in tennis and the introduction in 1966 of the sport’s first leather sneaker. Previously, all sneakers were made from canvas.
“We feel our brand is real people doing real things,” said David Nichols, a company executive vice president, on the decision to use a lower-profile player. “Phillip embodies the humble spirit of quiet confidence that is K-Swiss.”
Simmonds, who is African-American, also meshes nicely with K-Swiss’ diversity efforts. Known for years as a pro-shop specialty, the company has begun to boost its sales through other outlets.
“K-Swiss is a classic brand that is really heating up,” said Tom Ross, head of men’s tennis at Octagon, Simmonds’ agency.
K-Swiss plans to use Simmonds in a variety of broadcast, radio and print advertising, though no plans are set. He began playing in K-Swiss earlier this year at a minor league tennis event.
Simmonds was a top-ranked junior in 2004 but is now largely playing the circuit beneath the ATP level. He is ranked 298th, but nonetheless the deal rewards him handsomely for a player at that level. Contracts of these kinds are generally between three and four years, and sources said it would pay him more than $50,000 annually.
K-Swiss’ last endorser was Cecil Mamit, a once-promising American player. He had a contract with K-Swiss through 2002. The doubles tandem of Mark Woodforde and Todd Woodbridge also wore K-Swiss when they played together.
Nichols said K-Swiss has no plans at this time to sign other athletes.
