Sixty years is a milestone worth making tangible. For K-Swiss, a brand whose history started on the tennis court, its anniversary celebration in New York during US Open week called for an experience that felt connected to that legacy and gave guests a way to get in on the action.
Working with our client McNally Enterprises, we brought our Multiball LED Tennis to the K-Swiss 60th Anniversary Party, creating a custom game featuring K-Swiss branding and graphics throughout the experience.
Six Decades, One Very Relevant Court
The celebration took place at SECOND in Manhattan, bringing together professional tennis players, industry insiders, media and cultural names during one of the biggest weeks for tennis in New York. Guests included Andrey Rublev, Tomás Martín Etcheverry, Thiago Agustín Tirante, Zhizhen Zhang, Liudmila Samsonova and Rebecca Marino, along with Swizz Beatz and Anwar Carrots.
The timing carried extra weight. During the event, K-Swiss formally announced a new multi-year partnership with the ATP, becoming an Official Footwear Partner of the men’s professional tour. It put the brand’s past and future in the same room: 60 years of tennis heritage alongside its next chapter in the sport.
That made tennis more than a party theme. It was the story.
Turning Brand Heritage Into Something Guests Could Play
Our Multiball LED Tennis gave that story a physical, interactive component.
The system uses an impact-proof LED screen and sensor technology to react to ball strikes in real time, turning tennis into a fast-paced digital challenge built around timing, accuracy and reflexes. For K-Swiss, we customized the game graphics with the brand’s logo so the experience felt integrated into the event rather than dropped into it.
Guests weren’t simply surrounded by K-Swiss history. They could step up and play within it.
That distinction matters for brand events. An anniversary naturally creates plenty of opportunities to look back, from archival products and campaign imagery to timelines and memorabilia. Interactive experiences can complement those moments by giving guests something active to associate with the brand in the present.
Branding That Belonged in the Experience
Customization was an important part of the equation.
Multiball LED can be adapted with branded gaming graphics, allowing the digital environment itself to become another piece of event creative. For K-Swiss, the logo appeared directly within the game, keeping the brand visible while guests played, competed and watched others take their turn.
The result was branding with a job to do. Instead of functioning as another logo placement, it became part of the interaction.
And because the format was rooted in tennis, the connection never needed much explanation.
The Right Interaction for the Right Brand
The best brand activations tend to feel obvious in retrospect.
K-Swiss was celebrating 60 years of a company born on the court. The party took place during US Open week. Professional tennis players were in the room. A major new ATP partnership was being announced.
So we gave guests a racquet-sport experience built for participation.
For us, that is where customization is most effective: not simply adding a logo to an existing attraction, but finding an experience whose mechanics, visuals and energy already make sense for the brand.
At 60, K-Swiss had plenty of history to celebrate. We were glad to help put a little of it back into play.
McNally Enterprises is a full-service production company with more than 35 years of experience bringing events and brand experiences to life. Its in-house capabilities span audio/visual, lighting, staging, printing, livestreaming and custom scenic production, allowing the team to manage complex productions from concept through execution.
K-Swiss is an American tennis and lifestyle brand founded in California in 1966. Best known for its roots in performance tennis and its signature five-stripe design, the brand is celebrating 60 years of sport, style and innovation in 2026 while continuing to evolve across both performance and lifestyle footwear.
