K-Swiss will step into a new era this Spring as it updates and solidifies its ‘California cool’ heritage with the launch of a new global branding campaign.
K-Swiss aims to communicate its California roots with a playful take on the joy on both performance and lifestyle with its campaign dubbed ‘Have an Awesome Day’. As the title suggests, each element of the interactive campaign will tell visual stories of idyllic days set in California.
The campaign, which includes television spots, print and interactive elements, first aired on Monday 15 March in the US, with its first flight of television spots running for a stretch of four weeks on networks including ESPN, ESPN2, ESPNNews, MTV, MTV2, MTVU, Fox Sports, Comedy Central and some syndication.
"We’ve developed our best ever collection of performance running, training, tennis and lifestyle footwear and apparel for elite athletes and enthusiasts of world class attention to product details," said David Nichols, Executive Vice President of K-Swiss.
"We are setting out to remind people about our California roots, since 1966, and encouraging them to find the joy of life and sport; that it is not only about winning, but about the joy of the game and the moment."
K-Swiss has collaborated with renowned creative agency 72andSunny on the project to develop the campaign’s overall direction and produce initial television spots, print and online digital content.
The campaign includes a combination of iconic California enthusiasts and world-class K-Swiss athletes, all shown ‘playing’ in their natural element. Each subject is shown warming-up, competing, winning and/or enjoying themselves in K-Swiss products including the K-Ona and Tubes running shoes and a selection of sports apparel.
K-Swiss pro triathletes: Chris Lieto, Luke McKenzie and Terenzo Bozzone are featured in the advertisements.
