Restoring a Footwear Brand to Its Iconic Status

branding, campaign, website

Is your 2021 marketing plan designed to pivot?


K-Swiss is a heritage American sneaker brand established in 1966 that’s known for one of the most iconic sneakers of all time, The Classic. With stylish shoes and an aging audience, K-Swiss found an opportunity to market toward entrepreneurial Millennials.


The Board

It started with a simple insight. Millennials aspire to be a new kind of superstar — an entrepreneur.

With that in mind, the K-Swiss Board of Directors campaign was born — an “influence the influencers” approach designed to let Millennials reset the brand themselves. DJ and musician Diplo, serving as "board chairman," would lead 100 aspiring entrepreneurs through a series of assignments that would reshape the brand.

As the strategic design and technology partner, Hanson Dodge elevated the campaign using a multi-platform approach:

  • Leveraged the power and influence of social media
  • Development of a digital application process and community microsite
  • Launching direct-to-consumer engagement strategies
  • Leading e-commerce
  • Media management
  • Content optimization
  • Promoting products for optimal sale conversion


What started as a design and technology project became an integrated marketing campaign and a successful relaunch of the K-Swiss brand.

As a result of our 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.


visits to the Board application site


total impressions


Social community engagement


Consumers engaged

testimonials & awards

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client testimonial

the work

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