K-Swiss has absolutely owned the sports marketing world's attention over the past couple days, as its viral video featuring Danny McBride of "Eastbound & Down" as Kenny Powers has been watched over and over again.
The video, full of profanity that no major brand has ever dared to use, has made K-Swiss top of mind. There are now two questions to consider: Does "Kenny Powers" move the needle when consumers get to the shoe store? Is K-Swiss spending too much on marketing?
"What attracted me to this company was the fact that we can take risks to get noticed that the other bigger brands wouldn't take," said Chris Kyle, the company's vice president of marketing, who joined K-Swiss from Adidas a year ago. "Adidas can outspend us by massive amounts, so our job as a little company is to do our best to make some noise."
That noise has come at a significant cost. The company is expected to pull in $281 million in sales this year. That means that they do 1/100th the sales that Nike does.