K Swiss shoes have always reminded me of the preppies back in high school. They seemed like serious tennis shoes – as in shoes worn for the tennis court as opposed to ones you’d wear hanging out with friends. Which is why when I was forwarded a link to a video of the fictional Kenny Power’s meeting with K Swiss execs, it seemed even funnier. (CAUTION: Not safe for work, around young children and possibly your parents Seriously…lots of swearing…you’ve been warned.)
The juxtaposition of a stogy brand with a modern-day redneck combo Archie Bunker & John Rocker was completely absurd. To me, K Swiss is a brand that is associated with more upper crust sports like tennis, not tractor pulls & demolition derbies. Then I saw the K Swiss banner ad…..DOH!
Kenny “Freakin’” Powers has now become the spokesperson for K Swiss’ latest, greatest training shoe…Tubes. Tubes? Really?
The spots play like one giant spoof, from an out of shape Kenny pitching them to the name (although I have to admit, I do find them funny.) Clearly they are trying to hip themselves up with Millennia & gen Y males, but the big question is: Will it work? Selling Tubes as a legit, high tech trainer with comedy the best route? Or is it too big of a leap? Maybe Kenny Powers will become the Mars Blackmon of K Swiss and we’ll witness the transformation of a brand. Or in the words of Kenny Powers, we’ll “hear the sounds of (K Swiss’s) muscles gettin’ really big.”
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Not long ago, mobile optimization was viewed as a competitive advantage—a forward-thinking enhancement for brands looking to stay ahead. Today, it’s the foundation. For most consumers, the mobile experience is the internet, shaping how they discover, engage with, and connect to brands every day.
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