[6] The following May, E-Land named a new executive team to oversee the newly formed K-Swiss Inc., including Truman Kim as chairman and Larry Remington as president and CEO.

[13] In the 1990s, Steven Nichols boosted K-Swiss's marketing budget, and hired a number of key individuals from large companies, such as Procter and Gamble.

Award-winning Creative Director Mindy Gale led her NY based agency team in developing and producing K-Swiss advertising and publicity campaigns from 1997 until 2008.

[citation needed] The "I Wear My K-Swiss" multi-media campaign ran for five consecutive years, targeting young urban consumers in print and on TV.

The new identity was created by a recently appointed internal creative team and plays up the company's heritage as an American tennis brand.