K-swiss to sell ‘performance’ sneakers for playing video games

This is another attempt by athletic brands to capitalise on the burgeoning e-sports market

BY CHRISTOPHER PALMERI

K-Swiss Inc is introducing a line of sneakers designed for video game competitions, another attempt by athletic brands to capitalise on the burgeoning e-sports market.

The new shoes sell for US$110 (RM459.80) and bear the logo of Immortals, an e-sports organisation that fields teams for the games Overwatch and Counter-Strike: Global Offensive.

The Grandmaster, a collaboration between immortals and K-Swiss ( it will include the ability to quickly kick the shoes off hands-free (Source: K-Swiss Inc)

K-Swiss is now readying a “performance” version of the sneaker, dubbed the Grandmaster, which is due by the middle of next year.

Why would a gamer, seated in front of a monitor, need high-performance footwear?

Well, the Grandmaster will include the ability to quickly kick the shoes off hands-free. That should help provide comfort during long matches.

E-sports, in which professional video game players compete before live audiences and online, is one of the fastest-growing niches in the entertainment business.

The new shoes sell for Rm459.80 (Source: K-Swiss Inc)

Over the past two years, video game manufacturers have sought to mimic traditional pro sports by selling franchises, striking media rights deals and developing team-specific merchandise.

Separately, Immortals said its founder, Noah Whinston, was bumped up to executive chairman, and its president, Ari Segal, replaced him as CEO.

The Culver City, California-based business is backed by investors such as veteran tech executive Meg Whitman, the Milken family and Lions Gate Entertainment Corp. — Bloomberg