Californian active wear brand K-Swiss has opened its first U.S.-based running retail store in Santa Monica, California.

K-Swiss, an official race sponsor of next year's Los Angeles Marathon, already operates running stores in Taiwan, Korea, Singapore and Hong Kong.

Said David Nichols, Executive Vice President of the brand: “The Santa Monica store will play a key role in our partnership with the L.A. Marathon, especially since the finish line is less than a mile away from the store. With product, experienced staff, and coaching advice, we see the store as a go-to destination for runners as they train for this big event."

Accordingly, the new store showcases the latest cutting-edge performance footwear, apparel and accessories as well as lifestyle components for all levels of athletes. Through grassroots efforts, K-Swiss is also planning to strengthen its relationship with the local running community at local road races and as an outreach to running clubs and associations by offering its own space as a gathering venue for group runs, meetings and clinics.

—Tim Yap