FRIENDS & FOES
STORY BRANDS FOR THE 21ST CENTURY
FROM UGLY DUCKLING TO DESIGN ICON FOR SNEAKER FREAKS

EVERY CLASSIC HAS ITS STORIES

How do you position a “not so beautiful” sports shoe as a design icon? K-Swiss asked us to find out for their K-Swiss Classic sport shoe. So we immersed ourselves in the history of the “K-Swiss Classic”. Because everybody knows that a true classic is defined by its stories.

LA HERE WE COME

We travelled to LA to speak with one of the founders and to look for monumental stories about the K-Swiss Classic at the head office. That’s how we came up with stories about the wonderful design of the shoe, but also why they didn’t advertise in the beginning.

(MANY) DESIGNERS ARE SNEAKER FREAKS

To reach the sneaker freak community and to go viral, we knew we had to involve famous designers, many of whom are certifiable sneaker freaks. So we launched the idea to print the stories on the backs of posters designed by them. And when the first designers seemed interested, the rest followed.

GOOD STORIES = GOOD SALES

The posters were not only meant for sneaker freaks. They were also given to store personnel. They could now read about the K-Swiss Classic and use these stories during a sales pitch in the store. And, of course, hang the posters in the stores.

Created and produced at creative agency Lemon Scented Tea