K-Swiss Announces Exclusive Partnership with Screenvision to Launch First In-Cinema Campaign

New York, NY – (Aug. 12, 2010)

Screenvision, the leading innovator in cinema advertising, and California Sports Company K-Swiss have entered into an exclusive partnership to bring the California Sports brand’s “Have an Awesome Day” campaign to moviegoers across the country. Marking the company’s first foray into cinema advertising, the partnership features a 30-second spot airing in the Screenvision preshow‘s best-in-industry Premium Pod™ positioning. The campaign will run in-cinema beginning August 13th through August 26th and will be complemented by an exclusive screening at the Muvico theatre located in Thousand Oaks, California.

The K-Swiss campaign will run across the vast Screenvision Programming Network of more than 15,300 screens across 2,400 theatre locations, with penetration in all 50 states and 93% of DMAs nationwide. Screenvision currently represents 17 of the top 25 movie exhibitors.

“We are thrilled that K-Swiss has chosen Screenvision to launch its first in-cinema advertising campaign,” said Mike Chico, Executive Vice President, Sales, Marketing and Research, Screenvision. “K-Swiss’ commitment to team with us further showcases how in-cinema advertising, due to its effectiveness, is becoming a bigger part of yet another major national marketing campaign.”

David Nichols, Executive Vice President of K-Swiss added, “Screenvision allows K-Swiss to reach moviegoers nationwide during the peak summer season. Our ‘Have an Awesome Day’ spot will be a natural, feel-good addition to the movie experience and help us reach a uniquely captive audience.”

The exclusive in-cinema spot is a component of the company’s “Have an Awesome Day” campaign, which celebrates the brand’s ‘California cool’ heritage and joy of sport. Set in California, the spot tells visual stories of idyllic California days set through a combination of playful characters and world-class K-Swiss athletes.


Headquartered in New York, N.Y., Screenvision is a national leader in cinema advertising, offering on-screen advertising, in-lobby promotions and integrated marketing programs to national, regional and local advertisers and providing comprehensive cinema advertising representation services for its theatrical exhibitor partners. The Screenvision cinema advertising network is comprised of over 15,300 screens in 2,400 theatre locations across all 50 states and 93% of DMAs nationwide; delivering through more than 150+ theatrical circuits, including 10 of the top 15 exhibitor companies. Screenvision is a joint venture between ITV plc (LSE: ITV), the UK’s largest commercial television network, and Technicolor (Euronext Paris: 18453; NYSE: TMS), a global supplier of technology, services, and systems to the media and entertainment industries. For more information: http://www.screenvision.com

About K-Swiss:

K-Swiss is a publicly traded company founded more than forty years ago in Van Nuys, California. K-Swiss introduced the first all-leather tennis shoe, the K-Swiss “Classic” in 1966. Since its inception K-Swiss has rooted itself in California Sport with an aim to be the most inspiring and innovative sports brand in the market. Today the company offers performance and lifestyle footwear and apparel for several categories under its California Sports umbrella including Tennis Heritage, California Fit (Running, Triathlon and Fitness) and California Youth. For more information about K-Swiss, visit www.kswiss.com.

For more information regarding Screenvision, contact:
Jason Geller

Jeffrey Klein, Marissa Florindi
Dan Klores Communications
jeff_klein@dkcnews.com; marissa_florindi@dkcnews.com

For more information regarding K-Swiss contact:
Jennifer Macfarland

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