K-Swiss

K-Swiss commissioned Decon to re-imagine their classic ad campaign from the early 1980s featuring a crew of tennis players lounging courtside after a game, all donning their K-Swiss Classics, with a tag line that read “Players Know.” The theme invited a new sense of relevance in 2010, when the word “players” refers to opinion leaders, tastemakers, and scene stealers. With a nod to this classic concept, Decon hand-picked NYC-based “players” and modernized the campaign with new setting, color, and perspective.  Be on the look out for further iterations with the next taking place in LA.