by Stephen Garner
Elliot Tebele

Heritage American tennis brand K-Swiss has launched its Generation-K collection, along with a new ‘brand anthem’ campaign featuring some of the most influential entrepreneurs of our time.

The Generation K collection features three new hero sneaker styles for the season, combining signature K-Swiss design cues, with modern athletic styling. Described as ‘sophisticated athletic’, the Generation K collection blends athletic comfort with minimalist clean profiles, designed for K-Swiss’ modern muse, the young entrepreneur, to be worn from the boardroom to the street.

To launch the collection, K-Swiss has teamed up with famed entrepreneur, media tycoon and social media powerhouse Gary Vaynerchuk, more commonly known as Gary Vee. 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. Featured in the brand anthem are entrepreneurs Elliot Tebele, Karen Civil, Anwar Carrots and Coco & Breezy.

Anwar Carrots

“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. Today’s youth don’t wake up dreaming of running a 6-minute mile, or dunking a basketball, they dream of having their own brand or their own company.  It’s a new aspiration of this generation, to be the CEO, to be the boss. The choice of Gary Vee to spearhead the campaign was easy.  He’s the leading voice of the entrepreneurial culture, and when he talks, people listen.”

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 – $100, at select retailers and nationwide at kswiss.com.