K-Swiss, traditionally known as a casual sneaker, is doubling its digital spend this year for efforts that take aim at marathon runners and triathletes. This comes on the heels of a more print-leaning approach in 2011 that saw year over year sales increase 40 percent.

So why mess with a 40 percent lift? Jeff Smaul, president and creative director at Mile 9, K-Swiss' agency for the last 13 months, said the brand had to invest more in online, where hardcore runners increasingly do their product research.

"They read the pubs, but they are online," he said. "So it was key to us to have both. They are tech savvy. They do their homework and are willing to spend whatever amount of money it is to get the best."