K-Swiss Celebrates 60 Years of Tennis With a New ATP Deal and a New York Bash

K-Swiss celebrated 60 years in tennis Thursday night in New York with plenty of style, a room full of players and cultural names — and a major new deal with the ATP.

The heritage tennis brand marked its anniversary at SECOND in Manhattan during US Open week, bringing together athletes, industry insiders, media and friends of the brand for a celebration of six decades of tennis, fashion and culture. Florida Tennis was there to check out the celebration. 

Andrey Rublev, Tomás Martín Etcheverry, Thiago Agustín Tirante and Zhizhen Zhang were among the ATP players in attendance, joined by WTA stars Liudmila Samsonova and Rebecca Marino. The guest list also stretched beyond the baseline, with names including Swizz Beatz and Anwar Carrots helping give the night a distinctly New York feel.

Above: Andrey Rublev makes an appearance. Photo credit: K-Swiss / Max Molina Photography.

But the biggest moment of the evening was about K-Swiss' future.

During the party, K-Swiss formally signed a new multi-year partnership with the ATP that makes the brand an Official Footwear Partner of the men's professional tour.

Under the agreement, K-Swiss will provide footwear to ATP umpires, physios and key officials while also giving ATP players without existing footwear sponsorships the opportunity to compete in K-Swiss shoes.

Above: Tomás Martín Etcheverry and Thiago Agustín Tirante at the 60th Anniversary party. Photo credit: K-Swiss / Max Molina Photography.

The partnership will also produce a five-shoe ATP-branded tennis collection, available globally through K-Swiss and the ATP's online store, as well as at new ATP retail locations at select tournaments. The two organizations will collaborate on additional retail, marketing and digital initiatives throughout the season.

“Partnering with the ATP tells the world that tennis is at the core of everything we do and have done since 1966. As we mark our 60th anniversary, the ATP provides the biggest stage in tennis. This is a proud moment for K-Swiss and a testament to our long-term commitment to the sport,” said K-SWISS Chairman Ding Shui Po.

"K-SWISS is an authentic, tennis-first brand with a legacy in our sport spanning 60 years," ATP CEO Eno Polo said. "Our shared history makes this partnership a natural fit."

Above: ATP CEO Eno Polo and K-Swiss Chairman Ding Shui Po after ATP signs K-Swiss as its official footwear partner. Photo credit: K-Swiss / Max Molina Photography.

For K-Swiss, the timing carries some symbolism. The company traces its tennis roots to 1966, when two Swiss brothers in California used the structure and support of leather ski boots as inspiration for what became the K-Swiss Classic, billed as the world's first all-leather tennis shoe.

Six decades later, K-Swiss continues to outfit professional players including Rublev, Etcheverry, Tirante and Zhang while pushing further into the performance, lifestyle and racquet-sports worlds.

The anniversary celebration didn't end when the party did. K-Swiss also rolled out a four-day mobile experience across Manhattan during US Open week, with stops around the city showcasing new footwear and apparel, archival pieces from the brand's tennis history, giveaways and interactive experiences.

Above: K-Swiss Chairman Ding Shui Po and Zhizhen Zhang. Photo credit: K-Swiss / Max Molina Photography.

Saturday and Sunday programming in Times Square includes free clinics with celebrity coach Matt Manasse, an Anwar Carrots meet-and-greet and pickleball activations.

For a brand born on the tennis court in 1966, turning 60 with a New York party and an expanded presence across the ATP feels suitably on-brand: respect the heritage, then keep moving.

By Florida Tennis Staff. Source: K-Swiss. Photo credit (top): K-Swiss / Max Molina Photography.

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