K-Swiss announce the launch of their Generation-K collection, cataloguing the new range as having a ‘Sophisticated Athletic’ with a fresh focus on the next generation of entrepreneurs.
Founded in 1966, K-Swiss is predominantly an athletic shoe brand founded by tennis enthusiasts and brothers, Art and Ernie Brunner. The brand itself has been through a tremendous amount over the previous years, having maintained millions in losses between 2009 and 2012, whilst regularly shifting in ownership. However, it is now that the company has transformed itself with an entirely new brand identity and marketing incentive.
As part of the company’s innovative transformation, the American heritage tennis brand have managed to secure pop band, DNCE, with successful leading vocalist Joe Jonas, as their global brand ambassadors for the 2018 campaign. DNCE are an American dance-rock band that have been on the music scene since their debut single ‘Cake by the Ocean’ in 2015. According to Joe Jonas the K-Swiss ‘retro-like style matched their personal aesthetic perfectly.’ President of K-Swiss, Barney Waters, also expresses his excitement for the collaboration stating that ‘DNCE brings a modern perspective to one of the most storied sneaker brands, at a time when nostalgia for authentic brands is really high.’
The new Generation-K collection features 3 new fresh designs, combining trademark K-Swiss style with modern athletic cutting. Having been dubbed as a collection with a ‘sophisticated athletic’, the designs fuse athletic comfort with primitive clean profiles. The 3 styles range in price from $65 to $100.
K-Swiss have teamed with infamous entrepreneur and media magnate; Gary Vaynerchuk. Vaynerchuk is a four-time New York Times bestselling author and renowned CEO of VaynerMedia. This alliance suits the all new origins for the campaign impeccably with the companies renewed motivation for the ‘next generation of entrepreneurs.’ The new brand anthem inherits a high energy and sense of success, circulated via a digital media campaign focusing on young entrepreneurs and their journeys in building their own businesses. Starring entrepreneurs; Elliot Tebele, Karen Civil, Anwar Carrots and Coco & Breezy.
Clearly, K-Swiss are making such colossal changes to both their marketing and brand identity to tackle the modern athletic fashion industry head on.