Date: December 5, 2017
Heritage American tennis brand K•Swiss is partnering with renowned DJ, producer and entrepreneur Diplo to launch The Board, a game changing campaign built to inspire, and to be led by, the next generation of young entrepreneurs. Appointing Diplo is a nod to the brand’s founders, two entrepreneurs who moved to California in 1966 and built the global brand from a revolutionary tennis shoe, the K-Swiss Classic. Diplo will serve as the Director of a 100-person board comprised of creative and connected individuals who will work on real tasks to bring the K-Swiss brand back to prominence. Lead by Diplo, successful applicants to The Board will be invited to the program’s members-only website with a six-course curriculum connecting the group with industry insiders.
Each insider will lead a discussion session specific to their expertise, and then assign a task that relates to K-Swiss’ business. Members of The Board will make real decisions on real projects that K-Swiss will follow. The program will highlight important topics, including: brand positioning, sneaker design, social media promotion and drafting a business plan. As a result of Hanson Dodge's work in conjunction with other partners, K-Swiss’ The Board was covered by scores of media and received over 180,000,000 impressions in social and digital media. The Board application website received more than 350,000 visits; 50% of web traffic was mobile and 90% was within target demographic of Millennials. The campaign engaged over 200,000 consumers, and during the campaign, K-Swiss received 40% social community engagement. Creative Direction: Amel Monsur, Amanda Kim, Dersu Rhodes Art Direction: Dersu Rhodes Production: Andrew Nisinson Agency: Vice & Hanson Dodge