K-Swiss CMO: ‘We're the Brand That Speaks to the Young Entrepreneur’
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If you stopped wearing your K-Swiss sometime around 2002, apparently you’re not alone. Late last year, the nearly-forgotten footwear brand started a campaign to reintroduce itself to the 21st century. The comeback was complete with a Kik campaign, a campaign called “The Board” that crowdsourced creative, and a little help from producer/DJ Diplo. Digiday talked to K-Swiss Chief Marketing Officer Barney Waters about the internal mechanics of a brand refresh, the crowdsourcing campaign and its plans for mobile retail.