Although YG has his own sneaker company, the rap superstar also has something coming soon with K-Swiss.
YG and K-Swiss will deliver the brand’s Classic LX sneaker via Foot Locker, Footaction and Champs Sports. As part of the launch, the two have put together a marketing campaign, dubbed “Compton Country Club.” The effort, according to K-Swiss, is both an homage to the brand’s history as a heritage tennis brand and a way to connect that to modern cultural leaders.
The shoe that is the focus of the campaign is the 55-year-old K-Swiss Classic LX, complete with signature elements such as the five-stripe design, three-piece toe and D-rings.
“While the idea of the country club is old-fashioned, the idea of being smart, wealthy and elite is still very much alive,” K-Swiss president Barney Waters said in a statement. “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 effort features several artists from YG’s 4Hunnid record label including Day Sulan, D3szn, Mitch and Tay2xs. Also, it was produced by SLiC Studios, the production company of Baron Davis, and YG was the creative director.
What’s more, K-Swiss said the partnership with YG will yield more exclusive launches and sneakers designed by the rapper throughout 2021.
“K-Swiss is part of the LA culture,” YG said in a 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.”
Foot Locker, Footaction, and Champs will deliver the K-Swiss Classic LX today, which coincides with the launch of the YG-led “Compton Country Club” marketing campaign.