K-Swiss Remaster the Classic

K-Swiss was launching the latest version of its 1966 Classic trainer, the Classic Remastered. The 2009 Classic Remastered trainer retained the timeless 1966 look but fitted it with 21st century comfort and technology.

BE VIACOM’s job was to identify where the MTV and K-Swiss brands shared common ground, and particularly where this resonated with the target audience.

MTV and K-Swiss focused on this to develop the concept for Remaster The Classic. Using findings from the BE VIACOM Beta Life study, the audience was invited into the campaign to live with the K-Swiss brand and get a true sense of the brand identity. The effect was to recruit the audience as active champions for the campaign.

The Remaster The Classic campaign centred on a competition that invited entrants to think about creativity and design. Using the white Classic Remastered K-Swiss trainer as a blank canvas, the audience could express their ideas, create their own style, and do it their way.