YG has teamed up with K-Swiss to create the new “Compton Country Club” campaign. The musician, actor, entrepreneur, and philanthropist partnered with the footwear brand to pay “homage to K-Swiss’ history as a heritage tennis brand, while updating the club members with a new generation of cultural leaders,” reads the announcement received by VIBE. Throughout 2021, K-Swiss will be releasing YG-designed sneakers at select Champs, Footaction, and Foot Locker stores. This new partnership kicks off with the relaunch of the Classic LX sneaker.
“K-Swiss is part of the LA culture,” says YG in his official statement. “If you grew up in the city and were born in the ’80s and ’90s, you know about K-Swiss. It’s a staple of the culture.”
The new marketing campaign—produced by Baron Davis’ SLiC Studios under the creative direction of YG—includes a lookbook filled with photos of the Compton native and his 4Hunnid artists, Day Sulan, d3szn, Mitch, and Tay2xs, wearing K-Swiss gear at a country club-themed home in Los Angeles.
“While the idea of the country club is old-fashioned, the idea of being smart, wealthy, and elite is still very much alive,” says K-Swiss President Barney Waters. “The people who embody this now are today’s entrepreneurial youth, taking matters into their own hands and creating their own success. This is the modern concept of a country club but done our way and open to everyone.”
The Classic LX sneaker is now available at select Foot Locker, Footaction, and Champs stores.