Fall 2017 Campaign Feature: K-Swiss’ Generation-K

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Elliot Tebele

In a very saturated market, how does a company give distinction and viability to their brand, particularly if it is a footwear brand? Well, K-Swiss has found a way to do just that; set itself apart from the Reeboks, the Nikes, and the Adidas.

Understanding that millenials and Generation X identify more with clothes that are comfortable, functional, reflect a lifestyle, and utilitarian in nature as opposed to clothes that connote wealth, prosperity, and luxury, K-Swiss has launched the Generation-K collection. The Generation K collection features three new hero sneaker styles for the season, combining signature K-Swiss design cues, with modern athletic styling. Described as ‘sophisticated athletic’, the Generation K collection blends athletic comfort with minimalist clean profiles, designed for K-Swiss’ modern muse, the young entrepreneur, to be worn from the boardroom to the street.

“The origin of this campaign came from a consumer insight, that today’s youth aspire to be CEO’s more than athletes or celebrities, said Barney Waters, President of K-Swiss in a recent press release.  “Entrepreneurs aren’t wearing suits, these days it’s t-shirts, jeans and sneakers.” … “Today’s youth don’t wake up dreaming of running a 6-minute mile, or dunking a basketball, they dream of having their own brand or their own company.  It’s a new aspiration of this generation, to be the CEO, to be the boss.”

Coco and Breezy

Coco and Breezy

With the assistance of Gary Vee, New York Times–bestselling author and CEO and co-founder of VaynerMedia, K-Swiss identified young entrepreneurs who are media influencers in their own right to spearhead the Generation-K campaign. These young entrepreneurs bridge the cultural gap between millienials and Generation X, speaking the political and cultural vernacular of K-Swiss’ target audience.

The most well known young entrepreneurs featured in the Generation-K campaign and video is Coco and Breezy. Coco and Breezy (Corinana and Brianna Dotson) launched their iconic eyewear collection in 2009, making each handmade piece personally. Within a short amount of time their eyewear was seen on major celebrities and entertainers. These twins have become of mainstay of New York fashion scene.

Anwar Carrots

Anwar Carrots

Street wear designer Anwar Carrots is fast becoming a legend in the street fashion scene. While balancing collaborations with major retailers and brands over the years, this street wear powerhouse launched two separate clothing lines, including the self-named Carrots. Today, Carrots’ store is the leading online destination for men’s street style with a global following.

Elliot Tebele

Elliot Tebele

Jerry Media founder, Elliot Tebele, starting his media empire at the young age of 24. His personal Instagram page boasts 12.4 million followers. Jerry Media is  a full service company that offers exceptional digital content and measurable audience growth for their clients.

Karen Civil. All images courtesy of The Brand Group

Karen Civil. All images courtesy of The Brand Group

Karen Civil as a preteen ran a fan site for Lil Wayne. Her drive and determination has made her one of the premier names in hip-hop journalism. Through her writing, she has championed several global causes and started a computer lab and orphanage in Haiti to promote education in underprivileged areas.

K-Swiss’ Generation-K collection will be available July 31, ranging in price from $65.00 – $100.00, at select retailers and nationwide at kswiss.com.

—Staff

 

 

 

 

 

 

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