K-Swiss launched a new campaign featuring Kenny Powers, the fictional character played by Danny McBride in HBO’s series “Eastbound & Down.” In the new campaign Powers is dissatisfied with just being an athlete endorser for the brand. He anoints himself CEO in an effort to take over “basically the whole sports world” taking K-Swiss and Tubes training footwear to the next level.
“Kenny Powers has definitely helped trumpet the assets of TUBES training footwear in an irreverent and unique way,” said Chris Kyle, vice president of marketing at K-Swiss. “With this new chapter of our campaign, were pushing the limits of how traditional sports companies market, and hopefully making a lot of people laugh in the process. At the end of the day, the campaign is meant to connect with the young male audience with our product in a meaningful, original and completely entertaining way – that’s our goal.”
In the new campaign, created with agency partner 72andSunny, Powers mission as CEO is to change the sports world from being “so safe and lame ass” to being more gonzo by any means necessary. He retools senior management, enlisting a wide range of elite and entertaining professional athletes including: Kansas City Chiefs Quarterback Matt Cassel as chief marketing officer, San Francisco 49ers Linebacker Patrick Willis as the vice president of carnage, America’s Toughest Trainer and wellness coach Jillian Michaels as director of community outreach, U.S. 50k record holder Josh Cox as chief super long distance runner officer, and wrestling superstar Rey Mysterio as director of security. The campaign also features the return of former MMA World Champion Urijah Faber as the chief operating officer, and MMA fighter and UFC Light Heavyweight Champion Jon Bones Jones heading up human resources.
Targeting young, athletically-minded males, the original campaign also includes cameo appearances by Dallas Mavericks Owner Mark Cuban and Film Director and Producer Michael Bay.
“Not only does Kenny resonate with our audience but so does the idea of being the big boss-man and running your own company,” said Matt Murphy, creative director at 72andSunny. “Every kid dreams of running the candy store. It’s just that this particular candy store has All-Pro NFL players, the world’s top fighters, and some harpoon guns.”
The campaign breaks nationally with a 90-second TV spot during ESPN’s 19th Annual ESPY awards on July 13, 2011 at 9 p.m. EST. Throughout the summer original content will air on TV, the web and in-theaters nationwide. Additionally, the campaign will be supported in print media, a robust digital/interactive campaign, including a mobile tagging sweepstakes, and in-stores displays at more than 500 Foot Locker stores where TUBES are sold.
