In 2011, K-Swiss took a big swing when it came to marketing.
The Los Angeles-based shoe company had been relegated to second-tier status by the Nikes and Adidases of the world and was losing ground to rising companies like Under Armour. K-Swiss had been mostly known as a tennis specialist and, in the late 1990s and early 2000s, had successfully expanded the company’s reach behind its “I Wear My K-Swiss” campaign.
Despite a relatively recognizable logo, the shoes were often regarded as preppy apparel for fancy people — a brand closer to Lacoste than Reebok. This all changed roughly a decade ago. The company’s branding took a hard left turn in hopes of attracting a new market: Bros.
It began with a simple concept: Kenny Powers, the main character from HBO’s Eastbound and Down and arguably Danny McBride’s most memorable creation, was named the brand’s new (fictional) CEO. In his new capacity, he added Patrick Willis, Jon Jones and Rey Mysterio in various roles across the company. Matt Cassel, fresh off the finest season of his NFL career, came on as Chief Marketing Officer.
Warning: this video is, as all things Kenny Powers are, wildly not safe for work unless you operate in a very cool office):
These ads, by the way? Directed by Adam McKay long before producing Succession or Winning Time.
Cassel absolutely nails his role here and provides the only K-Swiss related memories in my brain from the last two decades. I never bought any of the company’s shoes but now kinda regret this, if only because I don’t want Cassel and Powers to call me a nerd at some vague point in my future.
What specifically did I like? Oh, dear reader, I am so happy you asked.
