Selecting a brand ambassador can be a perilous business. As a company you are not only relying on the long-term success of that person, but also that they don’t have a fall from grace (a-la Tiger Woods).
That’s why I think K-Swiss’ decision to get Kenny Powers as figurehead is a genius win-win.
They don’t need to worry about his demise or longevity. They can creatively use him in ways that a ‘real’ sportsperson probably wouldn’t dare go near. And, it matches their attitude and personality.
Plus, with a ready-made TV vehicle they have endless opportunities for shameless plugs, as exemplified by
I mean, can you see any other ‘serious’ athlete doing this kind of thing? They have too much to lose with other sponsors…
So, in homage to Kenny P
I’m f**kin’ in and you’re f**kin’ out!