Hype Style/Beauty

Published on July 7th, 2017 | by Dr. Jerry Doby


Mega-pop band DNCE inks global partnership with K.Swiss

Heritage American tennis brand, K•Swiss (@KSWISS) announced their partnership with mega-pop band, DNCE (@DNCE), who will serve as global brand ambassadors for 2018. The foursome of Joe Jonas, Cole Whittle, JinJoo Lee, and Jack Lawless are pictured in the new K•Swiss campaign, which will launch later this month. This is a monumental milestone for the band as is this is the first time they take on a designer role. They will debut their talents with a self-named DNCE shoe line dropping next year.

The celebrated “Cake By The Ocean” musicians exude a style as bold as their music. In this new campaign, Joe Jonas, along with the rest of the band are seen sporting both classic and new silhouettes from the Generation-K collection. “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.”  True to K•Swiss tradition, the group is pictured rocking retro tennis gear in the brand’s latest campaign, along with new and heritage footwear style from the brand.

“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 at K•Swiss.

The DNCE signature line drops next year and will include sneakers self-designed by each band member. “We’re big fans of the band and excited for them to join the K•Swiss family,” said Patrick Buchanan, Global Marketing Dirctor at K•Swiss Global Brands. “They have a very unique personal style and global recognition”

Generation-K, the collection pictured on DNCE for this campaign, was created with an active lifestyle in mind. This line seamlessly transitions from city to streets, to creative workspaces in effortless style. Fusing modern minimalism with K•Swiss heritage, Generation-K is an affordable line of versatile styles for occasions that call for athletic comfort with a touch of sophistication.





From the beginning, K•Swiss has been driven by an entrepreneurial spirit and a steadfast pursuit of turning dreams into reality, starting when two Swiss brothers moved to California to create a footwear brand focused on tennis. As avid skiers and tennis players, the brothers took inspiration from leather ski boots to create a court shoe with a tight fit that supported aggressive side-to-side movement. Introduced in 1966, the K•Swiss Classic was the world’s first all-leather tennis shoe and powered some of the best tennis players of the time to win major championships. It quickly gained worldwide acclaim and became a style statement both on and off the court, worn casually in country clubs and just as fashionably on city streets. More than 50 years later, K•Swiss is building from its heritage as an American tennis brand and writing new chapters in its storied history. Paying homage to the hard work of our founders and the competitive nature of the game that inspired it all, K•Swiss exists to outfit the next generation of entrepreneurs out to make their mark.


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Editor-in-Chief of The Hype Magazine, Media and SEO Consultant, Journalist, Ph.D. and retired combat vet. 2023 recipient of The President's Lifetime Achievement Award. Partner at THM Media Group. Member of the U.S. Department of Arts and Culture, the United States Press Agency and ForbesBLK.

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