K-Swiss goes after the youth market with new "Generation K" campaign

By

Emily Jensen

Published
Jul 28, 2017

The shoe brand continues its pursuit of the Gen Z and millennial market. To promote its new Generation K collection, K-Swiss has recruited young entrepreneurs with large social media followings to star in the campaign.

 
The new faces of K-Swiss include founder of Vayner Media Gary Vaynerchuk, who has 1.52 million followers on Twitter; Coco & Breezy co-founders and twin sisters Corianna and Brianna Dotson, who have over 80,000 followers on Instagram; and owner of Jerry Media Elliot Tebele, who has 12.4 million followers on Instagram. The entrepreneurs star in not only a print campaign, but also in a series of videos highlighting their careers and accomplishments.
 
The Generation K campaign comes on the heels of K-Swiss’ recent ad starring its new global ambassadors, DNCE members Joe Jonas, Cole Whittle, JinJoo Lee and Jack Lawless. The DNCE campaign showed the musicians in vintage tennis wear, evoking the brand’s past hits while introducing it to a younger market.

As with the DNCE campaign, the Generation K collection is a mix of old and new styles. The collection includes the Icon 66 in homage to the brand’s founding in 1966, and the Icon Knit, a contemporary take on the brand’s classic logo. Prices for the three-piece collection range from $65 to $100. The Generation K collection will be available at stores and online on July 31.