The ultimate American heritage shoe brand, K-Swiss, debuts its Generation-K collection with a powerhouse campaign featuring some of the top young entrepreneurs of today. Design to go from the boardroom to the street, the “sophisticated athletic” style helps to blend athletic comfort with K-Swiss’s minimal signature cues.
“Back in the day rappers wanted to be athletes and athletes wanted to be rappers. Now they both want to be entrepreneurs.”
Above is an excerpt from the Generation-K campaign video where Gary Vaynerchuk narrates you through a visual journey introducing the influential CEOs, Elliot Tebele, Karen Civil, Anwar Carrots and Coco & Breezy who are the face of the campaign. Gary Vaynerchuk, more commonly known as Gary Vee spearheads the Generation-K campaign. Vee is a four-time New York Times bestselling author, and the CEO and co-founder of VaynerMedia. Gary Vee anchors a new high energy brand anthem, distributed via a digital media campaign, highlighting young entrepreneurs who have built their own brands through hustle, risk taking and hard work.
“The origin of this campaign came from a consumer insight, that today’s youth aspire to be CEO’s more than athletes or celebrities, said Barney Waters, President of K-Swiss. “Entrepreneurs aren’t wearing suits, these days it’s t-shirts, jeans and sneakers.”
These four entrepreneurs have all taken the risk and followed a road less traveled. Each journey may be different but they all poses the same entrepreneurial spirit and motivation to get them to where they are today.
Elliot Tebele, known socially as @f**kjerry, is the epicenter of social media humor. Tebele began paving his way to his social media empire at the age of 24. His personal Instagram alone boasts 12.4 million followers, who return to his page time and time again, proving Elliot keeps his finger on the pulse of pop culture. The young business tycoon later evolved his entrepreneurial skills into a major media company, Jerry Media.
American social media and marketing strategist Karen Civil may have come from humble beginnings, running a Lil Wayne fan site as a preteen, but her drive and passion for music and entertainment launched her into the definitive name of hip-hop journalism. Civil’s expertise doesn’t stop at music, however. Civil single-handedly champions numerous worthy causes, including the empowerment of young women internationally, and started a computer lab and orphanage in Haiti to promote education in underprivileged areas.
Streetwear designer Anwar Carrots is fast becoming a legend in the street fashion scene. While balancing collaborations with major retailers and brands over the years, this streetwear powerhouse launched two separate clothing lines, including the self-named Carrots. Today, Carrots’ store is the leading online destination for men’s street style with a global following.
Finally, Corianna and Brianna Dotson are a force to be reckoned with. The identical twin sisters created their own eyewear brand, Coco & Breezy, at the young age of 19. The duo founded the brand by hand-making each piece personally. After tons of hard work from the sisters, these works of art made a major splash in the New York fashion scene. Within a week of the brand’s initial launch, their designs could be found on major celebrities and entertainers.
One of the season’s stand-out styles, the Icon 66, pays homage to the heritage American tennis brand’s rich 50 year history, with the inclusion of “19” and “66”, the brand’s founding years, on the tongue in stitched leather. The Icon also features a translucent sole, for an added pop, that spells out “K-SWISS.” Other notable styles from the collection include the lightweight Icon Knit in a breathable knitted upper, the Aero Trainer with the brands signature 5-stripes molded into the midsole, and the Court Frasco, a modern court style with a heritage feel.
K-Swiss’ Generation-K collection will be available July 31, ranging in price from $65.00 – $100.00, at select retailers and nationwide at http://www.kswiss.com/.