Blogs & Comment

Kenny Powers rules as K-Swiss CEO

Shoe company enlists profane, mulleted fictional "Eastbound & Down" character to head up the C-suite.

There are myriad reasons to make changes at the top of your company. Just ask RIM. Sometimes you need a calming force to steady a rocky boat. Sometimes you need a new leadership style. And sometimes you just need a lot of swearing and explosions.

Faced with a competitive market dominated by the Swoosh, adidas, Reebok and others, California-based K-Swiss last year brought in the lead character in HBO’s Eastbound & Down, Kenny Powers, as a spokesperson for its new line of training shoes. Now they’ve handed him the keys to the castle. The results are … well, completely insane but it makes for good comedy.

Directed by Eastbound & Down writer/director Jody Hill, the spot includes NFL stars Matt Cassel and Patrick Willis, Dallas Mavericks owner Mark Cuban, Biggest Loser trainer Jillian Michaels, MMA stars Jon “Bones” Jones and Urijah Faber, WWE legend Rey Misterio and more.

It might not change the “world, world” but hiring Kenny Powers might be the smartest move K-Swiss ever made.

Here’s the full-length version. WARNING: This one is littered with F-bombs, so you might want to put on the earphones or save this one for home viewing.