DNCE tapped to be K-Swiss global ambassadors
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What's a brand without a celebrity face behind it? Shoe brand K-Swiss has tapped the members of DNCE, which includes Joe Jonas, to be their global brand ambassadors.
The band members, which include Jonas, Cole Whittle, JinJoo Lee and Jack Lawless have been shot for the campaign that is launching this week.
As nostalgia grows for American brands that were popular in the 90s, K-Swiss is hoping to be part of that trend. They have partnered with retailers including Journeys to help push their products to Generation Z and younger millennials.
“This is definitely about bringing new people into the brand. We saw some of our biggest times in the Nineties. We definitely know a lot of people from that era know K-Swiss, but when it comes to younger people they don’t know,” said Patrick Buchanan, K-Swiss Global Brands global marketing director, in a statement. “I think that we’re definitely using these new partnerships with accounts like Footaction and Shoe Palace and Journeys to be able to introduce K-Swiss to customers and it’s the same strategy with DNCE.”
The new campaign will be primarily digital, along with in-store marketing.
Members of DNCE also designed their own K-Swiss shoes slated for release in the first quarter of 2018.
K-Swiss is aiming to reposition itself in the market, and become a must-have shoe brand again. While the brand was long considered another affordable shoe brand, they are aiming to become a more significant part of the shoe market through appealing to a younger generation.