have an awesome day campaign
We completely rebranded K-SWISS to take back it’s roots of owning the “Sports-Focused California Lifestyle” concept which ultimately is what inspired the two Swiss brothers who founded K-Swiss to develop the 'Classic', the first ever all leather American tennis shoe. From skateboarding to triathlons, Californians are known for leading the pack of inspirational living.
The campaign was fueled by innovative products like the K-SWISS Classic & Tubes Shoes, rebranding initiative such as bringing forward the idea of all products being “Designed in California”, event partnerships, influential celebrities in and out of sports to drive a successful campaign that not only is all about celebrating the California attitude to sports but also increased marketshare by over 30% the following quarter after launch.
From print, web banner ads, brand activation events, retail promotions, and disruptive web video we covered all key verticals…or so we thought. Following this campaign, we stepped it up a notch to bring on a new “champion” to carry on the voice of K-SWISS. Introducing “Kenny Powers” (Danny McBride) from HBO’s “Eastbound and Down” hit series became the perfect alternative sports super star to pitch the “IDGAF” attitude of what K-SWISS was doing and where it was headed. The campaign won many awards and accolades. As an art director, I really enjoyed working on this project and seeing it come to life.