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, and began a marketing blitz around the K-Swiss brand. Award winning Creative Director, Mindy Gale lead her NY based agency team in developing and producing K-Swiss advertising and publicity campaigns from 1997 through 2008. The "I Wear My K-Swiss" multi-media campaign ran for five consecutive years, targeting young urban consumers in print and on TV. A re-branding campaign appealing to a wider contemporary female target, featuring Anna Kournikova rolled out in 2007. Advertising campaigns encouraged users to personalise the trademark stripes under the slogan "Put Your Spin on It." The brand includes their colour changing K-Swiss Tongue Twister in 2003, the Stripe Shifter, and more recently their Band Em footwear styles.
K-Swiss purchased the majority stake of Australian brand Royal Elastics in 2001. In 2003, they acquired one hundred percent ownership in the company.
In July 2011, an advertising video was released wherein the fictional character Kenny Powers was reported to have "purchased" 51 percent of K-Swiss stock.
In January 2013, the company — which posted $195 million in losses between 2009 and 2012 — was sold to Korean firm E-Land World Limited for $170 million. 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.
In September 2014, the company updated its brand identity. Keeping the K-Swiss name it unveiled a new marque. The new identity was created by a recently appointed internal creative team and plays up the company’s heritage as an American tennis brand. All aspects of the new brand’s design, including its 1966 typeface and tennis court colour palette, hark back to this identity. The company has been sponsoring events that appeal to their market as well as events which are likely to shape buying attitudes and help generate a positive reaction. One such example is the sponsorship of Ireland's first sneaker convention run by Dub City Sneakz in Dún Laoghaire which K-Swiss sponsored.
In August 2016, a K-Swiss commercial featuring Park Bo Gum playing chess game against a player named 'The Great Wall' was deemed to be 'insulting to China' among Chinese social media, leading to demand that Park should no longer be welcomed in China after choosing to feature in this commercial. In K-Swiss China's subsequent apology, the dance scene was explained to be taken from the drama Reply 1988 and had nothing to do with any political situation, but a few of Park Bo Gum's Chinese fans have expressed their dissatisfaction with the company's apology, as it takes no responsibility for the damage that Park Bo Gum might have incurred due to the issue.