Heritage footwear brand K-Swiss, known for its crisp white-on-white sneakers worn by rappers and other creators, has introduced ‘We are the West,’ an exclusive campaign with the Foot Locker family of brands nationwide.
The campaign features four Los Angeles-based business owners and brand-builders to highlight the fashion and entrepreneurial mindset of the west coast lifestyle. The campaign will showcase several new K-Swiss styles, in addition to the LA footwear brand’s classics.
Founded in Southern California over 50 years ago, K-Swiss remains connected to the west coast’s entrepreneurship and creative culture. ‘We are the West’ highlights inspiring stories of perseverance and creativity required in modern business through renegade jeweler Ben Baller of If & Co, media mogul Karen Civil of Always Civil Enterprise, serial entrepreneur Natalie Ellis of Boss Babe and lifestyle retailer Ariel Stark-Benz of Mister Green.
Through these four leaders, K-Swiss and Foot Locker uncover the opportunities and business secrets that make next-generation moguls successful, and how they are empowered by their West Coast environment.
“It’s amazing to be partnering with an iconic brand like K-Swiss that embodies the West Coast style and culture that I grew up with,” said Baller. “As a self-made CEO, it’s important to inspire the next wave of entrepreneurs to look, feel and dress in a way that reflects their creativity and personal journey – that’s what ‘We are the West’ is all about.”
The campaign marks the largest marketing initiative by K-Swiss within Foot Locker, Lady Foot Locker, Kids Foot Locker, Footaction and Champs Sports stores, and on Eastbay.com, in recent years.
The fully integrated campaign will be featured digitally across Foot Locker brand websites and owned social channels, as well as within select retail stores. Throughout the next month, K-Swiss will host exclusive events and panel discussions within Foot Locker and Footaction stores with the four chief executives in select markets around the US.
“We’re so excited to partner with four West Coast business owners whose journeys exemplify the multifaceted and diverse backgrounds of the new-age CEO,” says Patrick Buchanan, marketing director at K-Swiss. “As ‘We are the West’ launches in Foot Lockers around the nation, it’s the perfect opportunity for the brand to tap into its California roots.”
See and vote for the work by clicking on the Creative Works box below.