When K-Swiss and Form came to us, they needed to find a way to articulate their brand so it would appeal to the “closet MMA fans” that liked the sport, but didn’t want to be associated with it. So, with that challenge in mind, we wanted to get away from the grungy, gritty look and feel that gives the industry a negative connotation. Instead, we focused on the superior athleticism and work ethic of these athletes. They work harder than most professional athletes, so we wanted to show them training and developing their craft.

Acting as their AOR (Agency of Record) we were responsible for everything from creative direction, strategy and advertising, to marketing, branding, design and web experience. We brought K-Swiss / Form Performance to life. The brand revitalization worked so well, that in the process of working with them and these there athletes, our ideas and design evolutions began to slowly spread across MMA sanctioning body, the UFC and mixed martial arts as a whole.

The K-Swiss Performance brand redefined the world of mixed martial arts and our work played a pivitol part in making that happen.