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18/07/2011 by
4418 views

K-SWISS’ New Mother Fucking Brand Identity?

Building a consistent brand – one that is messaging unified around the globe – can be quite a challenge for CMO´s sometimes. I do not know what has gotten into K-SWISS USA lately. Take a look at their new video with Mother Fucking CEO (MFCEO) Kenny Powers

With 500,000 clip views in just 10 days, the video is really going viral. And let me be clear: I like the video. But, since viral is a mean and not the goal, the most important question is: What is this video doing for the K-Swiss brand?

Did you recognize the K-SWISS brand in the video? Or should I ask: What K-Swiss brand do you mean? The USA one, the EMEA one or…


What I mean is this: In the US K-Swiss could best be described as ‘urban street life’ or hip-hop loaded brand. In Europe the K-Swiss brand seems to be transforming itself from former tennis brand towards high end fashion brand.

With MFCEO Kenny Powers K-Swiss is not only going viral, it seems to have chosen for a new direction that might be best described as Diesel ‘Be Stupid’.

But on a rainy day, not long ago, K-SWISS US got talking about how advertising is largely crap, so they decided to rip up the rule books and GO GONZO.

What’s GONZO? Well, it’s about living life to the fullest and booting life up the ass. It’s about looking out at the rain coming down and seeing Californian sunshine and more.

So see where all is mashed-up together at K-Swiss’ new Gonzoworld.

All I would like to know from you is this: How do you feel about the viral video, Gonzoworld or about K-Swiss’ strategic choices made in the branding process.

I would love to learn from an interesting peer discussion here…