- Art Direction
- Branding
- Creative Direction
- Video
With the recent launch of the K-Swiss brand campaign ‘Generation K’, celebrating the next generation of entrepreneurs, the world witnessed a revolutionary moment: the unveiling of the first signature sneaker for an entrepreneur. Partnering with social media powerhouse and entrepreneur Gary Vaynerchuk, K-Swiss introduced two sneaker styles bearing Gary Vee’s signature and personal design input—an honor traditionally reserved for athletes.
CLIENT: K-SWISS
Inspired by the insight that ‘entrepreneurs are the new heroes’, K-Swiss embarked on this innovative collaboration, recognizing the profound impact entrepreneurs have on shaping our world. As Gary Vee himself stated, “The must-have sneaker for true hustlers” has arrived, marking a paradigm shift in the footwear industry.
As the creative mind behind ‘Project Gen K’, I had the privilege of shaping the visual narrative and branding strategy for this groundbreaking initiative. From conceptualizing bold campaign concepts to designing captivating visuals, I’ve helped K-Swiss connect with a new generation of aspiring entrepreneurs and redefine success in the modern world.
The reaction to our Generation K campaign reaffirms the changing aspirations of today’s youth. Success is no longer measured solely by physical prowess but by the ability to hustle, innovate, and lead. As Barney Waters, President of K-Swiss, aptly stated, “They’re no longer basing success on who can run the fastest, but by who is the most successful, who has the most hustle, who’s a boss.”
I invite you to explore my work and discover how my creative direction and branding expertise have contributed to the success of ‘Project Gen K’. Together, let’s push the boundaries of innovation and inspire the next generation of entrepreneurs.
