Ian,
that is one race, where K Swiss dumped a ton of money into advertising to a very small slice of the triathlon market. It reminds me of Newton a few years ago when they showed up at a race, sold a ton of shoes at the expo and the next day at the IM you say a ton of very new never used newtons in the race.
The challenge will be getting those advertising dollars/IMH race sales to translate into any meaningful toehold in the tri market.