Use Your Competitors Strengths as Weaknesses.

For K-Swiss, our small size allowed us to be nimble and transparent. We decided to let our community of customers see behind the curtain by documenting our turnaround journey via a series of YouTube shows, podcasts and social content. Collectively the content was called ‘Inside K-Swiss’. With thousands of views, our customers got to know us personally and became insiders, which painted our much bigger competitors as giant, unpersonal corporations.