K-Swiss is a heritage American sneaker brand established in 1966 that’s known for one of the most iconic sneakers of all time, The Classic. With stylish shoes and an aging audience, K-Swiss found an opportunity to market toward entrepreneurial Millennials.
With that in mind, the K-Swiss Board of Directors campaign was born — an “influence the influencers” approach designed to let Millennials reset the brand themselves. Electronic music artist Diplo would lead 100 of these aspiring entrepreneurs through a series of assignments that would reshape the brand.
K-Swiss’ The Board was covered by scores of media and received over 180,000,000 impressions in social and digital media with 350,000+ visit to the application site.
CD: Ken Hanson
AD: Dan Herwig
Designers: Ilya Slootsky & Jillian Turbessi