K-SWISS is a well known sneaker brand which has been around since 1966 and has made a household name out of itself in the mid 90’s. Recently though K-SWISS has not been in the conversations of the premier sneaker brands making an impact like Adidas, Nike and Reebok. K-SWISS has regrouped and came to the forefront with a new campaign call “The Board”, which involved the fans to take the initiative to apply for a position on “The Board”. The Board will be a group of 100 entrepreneurs led by Mr.Entrepreneur himself DIPLO.
As “The Board” leader Diplo feels confident that with his leadership K-Swiss can rise to the level with other sneaker brands. “I was instantly drawn to K-Swiss due to its heritage and longevity in the marketplace,” he said. “I am excited to be part of The Board, to bring young entrepreneurial minds into the process to help build the next chapter at such a respected brand.” The decision to partner with a famous face is smart for K-Swiss and something its competitors, from Adidas to Nike to Puma, have been doing successfully for years. But will a crowdsourced marketing plan truly bring results? We’ll have to stay tuned to find out.
Those who are selected will be invited to a members-only website where they will participate in projects surrounding K-Swiss business. According to a press release, members will “make real decisions on real projects that K-Swiss will follow.” The initiative has the feel of a highly selective focus group, with those involved getting to participate on a more in-depth level and the brand getting to source its (presumably) cool-kid ideas. “We believe that consumer aspirations have shifted. The goal has evolved beyond being the fastest runner or being a celebrity. Young people want their own brands, their own voice, and their own businesses. K-Swiss is committed to outfitting and inspiring this generation of entrepreneurs,” said chief marketing officer Barney Waters of the decision to launch the program.