K-Swiss, owned by China-based Xtep International Holdings Ltd, appointed Kate Minner as its new VP of marketing and e-commerce for the Americas region.

As part of the role, Minner will lead the day-to-day of the Americas for all areas, including the K-Swiss direct-to-consumer (DTC) platform focused on building on the brand’s wholesale portfolio across sport, fashion and lifestyle including performance tennis. With its “rapidly growing DTC site,” Minner will also implement strategic objectives to build an “emotional connection with the brand’s consumers and elevate the purchasing experience,” said K-Swiss.

“I’m so excited to be joining the K-Swiss team and to help drive the growth of this iconic heritage brand. The legacy began in 1966 and now 55 years later, we will continue to engage the next generation of consumers to maintain the position as the leading tennis footwear brand,” said Minner.

Minner has held leadership roles at Lacoste Footwear, William Grant & Sons and L’Oreal. “With 20 years of global market operating experience, she brings extensive knowledge in brand development, campaign creation, PR, digital, and experiential activations to the brand. Previously, she aimed to engage a more fashion-conscious consumer with comprehensive seasonal campaigns that focus on developing and driving brand strategy and fostering key partnerships. She organized collaborations with partners like Goop and John Legend connecting brands to new and existing consumers,” said K-Swiss.

Photo courtesy K-Swiss