K-Swiss has teamed up with American rapper and actor YG for an exclusive launch.
The partnership between K-Swiss and YG starts with the relaunch of the footwear brand’s signature Classic LX style, dropping exclusively at select Foot Locker, Footaction, and Champs stores, and will include more exclusive and YG-designed sneaker launches throughout 2021.
To launch the partnership, K-Swiss and YG have created the Compton Country Club campaign, paying homage to the footwear label’s history as a heritage tennis brand, while updating the club members with a new generation of cultural leaders. Featured alongside YG are the promising ensemble of rising stars Day Sulan, d3szn, Mitch, and Tay2xs from his 4Hunnid label. Centered around the shared L.A. home of both YG and the K-Swiss brand, the campaign was produced by Baron Davis’ production company, SLiC Studios, with YG as the creative director.
“While the idea of the country club is old-fashioned, the idea of being smart, wealthy, and elite is still very much alive,” said Barney Waters, president at K-Swiss. “The people who embody this now are today’s entrepreneurial youth, taking matters into their own hands and creating their own success. This is the modern concept of a country club but done our way and open to everyone.”
“K-Swiss is part of the L.A. culture,” added YG. “If you grew up in the city and were born in the ’80s and ’90s, you know about K-Swiss. It’s a staple of the culture.”