K-Swiss – Global Running Campaign

The brief:

Launch Ariake – K-Swiss’ exciting entry into the running market – in 87 markets around the world.

The barriers:

With competitors such as Nike and adidas dominating the media landscape, the mission was to break through with a unique and provocative point of view.

The answer:

We brought in Sébastien Foucan, the founder of FreeRunning to star in the campaign and built a world where running became a true art-form.

The key pieces were iconic photographs capturing Sébastien mid-action during a run – transforming the moment from raw street performance to pure artistry – acommpanied by the strong, provocative line: Follow you.

We then followed up with an online FreeRunning school, viral FreeRunning courses, a mini-documentary, a TV campaign, street posters, retail branding, local FreeRunning competitions and the building of actual FreeRunning parcours around the world.

The results:

– 1,500,000+ hits on the campaign site
– FreeRunning was everywhere in the media
– The sales were beyond expectations.