McLaren Racing announced a new multi-year partnership with Los Angeles-based heritage footwear brand, K-Swiss, as an Official Partner of the McLaren Formula 1 Team from 2023.
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K-Swiss has nearly 60 years of heritage in creating footwear and will enter Formula 1 for the first time with McLaren to evolve its presence and reach new consumers globally. The partnership joins two brands with a strong history in their respective fields, emphasising high performance.
McLaren and K-Swiss will create a bespoke performance-based footwear collection, designed to be worn by McLaren pit crews and engineers at race events globally. The two brands will also collaborate on footwear and a limited apparel collection which will be available to consumers.
The team will work with K-Swiss to activate at tentpole moments globally, including key races on the Formula 1 calendar.
Lindsey Eckhouse, Director of Licensing, e-commerce and esports, McLaren Racing:
It is a pleasure to welcome K-Swiss to the McLaren Racing family and Formula 1. We are excited to work with a brand which has such a strong heritage and can provide our team with footwear that is reliable with a focus on performance while looking fantastic. I can’t wait for the release of the collection.
Dave Grange, International Brand President, K-Swiss:
We are honoured to be part of this exciting new and multi-year partnership and are looking forward to joining McLaren on the racetrack. Each brand boasts a heritage that reflects the other’s, replete with perseverance, innovation, and excellence. We hope that with this new partnership we develop a new base of loyalists and extend our legacies further.
K-Swiss was founded in 1966 when two Swiss brothers moved to California to create a footwear brand focused on tennis. As avid skiers and tennis players, the brothers took inspiration from leather ski boots to create a court shoe that supported the aggressive side-to-side movement of tennis.
Introduced in 1966, the K-Swiss Classic was the first all-leather tennis shoe. The K-Swiss Classic quickly gained worldwide acclaim and became a style statement both on and off the court. More than 50 years later, K-Swiss’ modern brand mission is to outfit and inspire the next generation of entrepreneurs. These young leaders are at the forefront of today’s culture, influencing and inspiring young people around the world.