Following the 2011 campaign that won several “Best of” accolades, including Mashable.com “Most Innovative Viral Video” and AthlonSports.com “Best Sports Video of the Year,” a new campaign for K-Swiss starring HBO cult hero Kenny Powers is rolling out.
The launch includes a special web film on February 23 on www.FunnyorDie.com and www.Break.com.
During this insider video, Powers, as mock CEO of K-Swiss, makes a keynote speech to formally unveil “his greatest creation ever,” Blade-Max Technology. The video boasts some unexpected cameos, as well as humor that may beget awe as Powers offers to “give athletes what they need to succeed.”
The third season of Power' hit series Eastbound & Down on HBO premiered on February 19.
“Kenny Powers has transformed the consumer view of our brand connecting the young, male audience with our product since our first iteration of the campaign in 2010,” said David Nichols, executive vice president for K-Swiss. “We're pushing boundaries with both our product advancements, and the methods we are using to introduce them, and changing minds in the process.”
One week after the web film, the national campaign will expand to TV built around ESPN programming, airing March 1 through March 19. Engineered in partnership with the creative minds of 72andSunny, the footage includes Powers and the return of K-Swiss athlete Patrick Willis of the San Francisco 49ers showcasing his speed in the K-Swiss Blade-Max as he tackles a wildebeest. Additionally, the campaign will be supported with in-store displays at The Finish Line stores where Blades will be sold throughout the country. The new campaign will continue to target young, athletically-minded males, with the help of Powers’ comic genius and unpredictable marketing strategies.
“Working with Eastbound & Down's Kenny Powers allows us to do what we do best at 72andSunny, connect our brands to culture,” said Matt Murphy, creative director for 72andSunny. “K-Swiss makes badass shoes, so we figured Kenny inventing a running shoe inspired by ballistic missiles, Bruce Lee, and cheetahs was a good place to start.”
The focal point of the campaign is the introduction of K-Swiss Blade-Max Technology, featuring athlete engineered bladed Superfoam, space-aged energy-return foam that resists compression and lasts longer, providing cushioning and comfort. Each execution of the campaign reinforces the speed enhancing qualities of the Blade-Max Technology.