K-Swiss acquired Laguna Beach-based FORM Athletics, a mixed martial arts brand created earlier this year by former DC Shoes SVP Mark Miller. Terms of the deal were not disclosed.
FORM Athletics, which made its debut in January 2010, will operate as a division of K-Swiss, led by the Laguna Beach company’s founder. Under the deal, Miller becomes president of FORM and joins the K-Swiss ranks as president of K-Swiss Orange County (KSOC), a new division focused on youth products.
For years K-Swiss has been working to modernize its brand, which is still largely known for its classic white tennis shoe. Last July, K-Swiss moved into the skate category while launching an action sports division. It eventually signed skate pro Greg Lutzka.
Miller launched M3 Snowboards in 1996, and more recently, played a key role in the growth of DC Shoes, as SVP and general manager in the Americas Region. He left DC Shoes in July 2009. Miller launched FORM Athletics in January 2010 in conjunction with MMA/WEC athlete and former Featherweight Champion Urijah Faber. The brand is best known for its affiliation with Faber. K-Swiss said the brand has “quickly established itself as a successful and progressive MMA and lifestyle brand with a distinct surf-and-skate inspired aesthetic.” Form Athletics sponsors Faber's teammate Joseph Benavidez, UFC middleweight Mark Munoz and light heavyweight Jon Jones.
“Mark has incredible experience leading some of the most prominent action sports companies in history, and we are confident that he will create a progressive and successful program for K-Swiss,” said David Nichols, EVP of K-Swiss. “FORM plays well as a growth opportunity for our portfolio as Mixed Martial Arts is one of the fastest growing, and most relevant new markets in sports today.
Viewership and participation in Mixed Martial Arts events is explosive, as is the market for Mixed Martial Arts consumer brands.”
Miller said, “In my discussions with K-Swiss, it became obvious that the companies share brand values. There are many synergies and benefits to FORM being part of the K-Swiss portfolio and part of a growth oriented and well financed public company-such as global distribution; the opportunity for product line expansion; SAP as the ERP; a great warehouse; and a very professional backend team to manage our finances and operations. These are essential tools to run and grow a successful company and build a brand.”
In addition to overseeing the growth and future product line extensions of FORM Athletics, Miller will be charged with forming the strategic architecture of the KSOC youth division, guiding overall design direction, sales structure and brand direction. He will also steer youth marketing communications programs and interface with the brand's athlete, entertainment and music initiatives.
“My vision for this division is to create something completely authentic and extremely relevant to reach the younger consumer. We will merge the history of K-Swiss with the wants and needs of our target customer, in a unique way,” said Miller. “K-Swiss has an incredible 44-year history and it's the job of this new division to tell that story in a way that is meaningful to both consumers and retailers from a branding and product perspective.”
