Why K-Swiss Chose DNCE & Joe Jonas to Be Newest Brand Ambassadors: Exclusive
Jonas, Cole Whittle, JinJoo Lee and Jack Lawless all star in the new retro tennis campaign that launched last week, sporting the classic K-Swiss styles, plus a few designs that are expected to become available within the next year. "We thought K-Swiss' retro-like style matched our personal aesthetic perfectly," said Jonas. "We can't wait to show our fans what we have in store for this campaign and our upcoming collection."
The Los Angeles brand is hoping to boost its presence among Generation Z and the millennial population after signing with the “Cake by the Ocean” musicians. “DNCE brings a modern perspective to one of the most storied sneaker brands, at a time when nostalgia for authentic brands is really high,” said Barney Waters, president of K-Swiss.
The Generation-K collection (prices range from $55-$85) that is pictured on DNCE for this campaign fuses modern-day minimalism with the K-Swiss heritage and seamlessly transitions from streetwear to office-wear in an effortless and affordable fashion. "We are really excited to partner up with K-Swiss. They are a phenomenal brand who have been around for many years, and we can't wait to put our little DNCE twist on their classic shoes,” Jonas told Billboard. Not only will the band be starring in the new campaign, but they'll also be designing their very own signature line for the first time. The line is set to drop next year and will include sneakers designed by each of the band members.