K-Swiss enlist renowned producer and entrepreneur Diplo to launch their new campaign aimed at entrepreneurs; ‘The Board’.
As much as I don’t like Diplo as a person, and I’ll happily proclaim that, his achievements are undeniably impressive as a producer and entrepreneur. K-Swiss are at the beginning of a new story for the brand, rewriting what K-Swiss stands for and how people perceive it (you can read more about that in our interview with Eric Sarin of K-Swiss), and it’s brave moves like this that make them such an interesting brand to watch at the moment. The idea is simple but incredibly brave, lead by the belief that young people want to get hands on with brands, K-Swiss are putting together a board of 100 consumers to help shape what the brand becomes.
“We believe that consumer aspirations have shifted. The goal has evolved beyond being the fastest runner or being a celebrity. Young people want their own brands, their own voice and their own businesses. K-Swiss is committed to outfitting and inspiring this generation of entrepreneurs. We have created a program with substance, where our customers get involved in the process of rebuilding K-Swiss and make real contributions. As a respected entrepreneur and global music talent, Diplo is the perfect leader of ‘The Board’.” – Barney Waters, Chief Marketing Officer, K-Swiss
As I said before, it’s a bold and refreshingly open move from K-Swiss. Successful applicants to ‘The Board’ will have access to a members-only website that will hold a six-course curriculum lead by industry experts. After an open discussion session with each industry expert, ‘The Board’ will be set tasks that relate to K-Swiss’ business, making decisions on projects that K-Swiss will then action, from brand positioning, to sneaker design, to social media promotion.
Head over to ‘The Board’ website to find out more and to apply for your place on ‘The Board’.