DREAMERS AND DO’ERS
When re-launching the K-Swiss Classic at Foot Locker, we determined that establishing the brand first in LA was the best approach. As one Foot Locker executive said, ‘The K-Swiss Classic was the West Coast Air Force 1’. To help tell the story in a credible way, we tapped NBA great Baron Davis, who not only grew up in LA, but as a 12-year-old in the early 90’s, played on an AAU basketball team called the K-Swiss Pacers, sponsored by K-Swiss.
Not only did Baron play on this team (front row, left), but so did NBA legend Paul Pierce (back row, 3rd from right). When we heard this, we knew that this kind of authentic brand heritage is gold dust! With Baron leading the production and direction, the short film ‘Dreamers & Do’ers’ was created, telling the story of the K-Swiss Pacers, the history of K-Swiss in LA, and showcasing other young dreamers and do’ers in modern day LA.