K-Swiss has launched a new campaign to promote its “Generation...

K-Swiss has launched a new campaign to promote its “Generation K” shoe collection, which targets, in particular, the Gen Z and millennial market. For this campaign, the brand has hired young entrepreneurs who have a large following on social media, and who will appear both in the print campaign and in a series of videos that highlight their accomplishments and careers. The campaign features Gary Vaynerchuk, the founder of Vayner Media, who has 1.52 million followers on Twitter, as well as Elliot Tebele, the owner of Jerry Media, who has 12.4 million followers on Instagram, and the twin sisters Coriana and Brianna Dotson, co-founders of Coco & Breezy, who have more than 80,000 followers on Instagram. The Generation K shoe collection, available at stores and online since July 31, is a mix of old and new styles. The collection includes the Icon 66 model, to honor the brand's founding in 1966, and the Icon Knit, a contemporary take on K-Swiss' classic logo.