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.
It started with a simple insight. Millennials aspire to be a new kind of superstar — an entrepreneur.
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.
The Board was covered by scores of media and received over 180,000,000 impressions in social and digital media. The Board application website received more than 350,000 visits; 50% of web traffic was mobile and 90% was within target demographic of Millennials. The campaign engaged over 200,000 consumers, and during the campaign, K-Swiss received 40% social community engagement.
Creatives: Amel Monsur, Amanda Kim, Dersu Rhodes
Design Director: Dersu Rhodes
Interactive Design: Dersu Rhodes, Robert Manukyan, Chris Classens
Agency: Hanson Dodge, Vice