Heritage American tennis brand K-Swiss has partnered with mega-pop band DNCE, which will serve as global brand ambassadors for 2018. The foursome of Joe Jonas, Cole Whittle, JinJoo Lee, and Jack Lawless will now front the new K-Swiss campaign, which will launch later this month, and will also debut a shoe line dropping next year.
In this new campaign, Jonas, along with the rest of the band are seen sporting both classic and new silhouettes from the Generation-K collection. “We thought K-Swiss’ retro-like style matched our personal aesthetic perfectly,” said Jonas. “We can’t wait to show our fans what we have in store for this campaign and our upcoming collection.”
“DNCE brings a modern perspective to one of the most storied sneaker brands, at a time when nostalgia for authentic brands is really high,” commented Barney Waters, president at K-Swiss.
“We’re big fans of the band and excited for them to join the K-Swiss family,” added Patrick Buchanan, global marketing director at K-Swiss Global Brands. “They have a very unique personal style and global recognition.”