K-Swiss taps DNCE as the face of its new campaign
K-Swiss tennis shoes’ popularity reached their peak in the 1990s, and the brand is hoping to benefit from the current nostalgia for 90s style clothing and capture a younger market. The California-based brand has tapped DNCE members Joe Jonas, Jack Lawless, Cole Whittle and JinJoo Lee to act as its latest brand ambassadors.
The new ad campaign shows the musicians in vintage-style tennis apparel and the footwear brand’s white tennis shoes. The DNCE campaign will mostly appear on digital channels. As part of their role as ambassadors, the DNCE members also designed a yet-to-be-released shoe for K-Swiss.
Following the DNCE campaign, K-Swiss will also release a series of ads featuring entrepreneurs in their 20s and 30s, in an attempt to appeal to young consumers who wish to lead their own companies.
K-Swiss has gone through a series of upheavals in recent months. Barney Waters left his role as global brands chief marketing officers to become the brand’s president, and the company has also moved its headquarters from Westlake Village to Downtown Los Angeles.
Swiss brothers Art and Ernie Brunner founded K-Swiss in 1966 in Los Angeles. It is now a subsidiary of South Korean conglomerate E-Land.
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