Agency: Strawberry Frog
K-Swiss have launched a new TV, print and online campaign to support the release of a ‘Free Running’ sneaker, called Ariake, which was co-designed by the sport’s founding father, Sébastien Foucan.
The high-energy TV ad sees Foucan leaping across an urban assault course, and closes as pieces of architecture come together to form the image of a shoe.
Rolling out across Europe and the USA, it is being supported by a purpose made website, kswissfreerunning.com, created by Perfect Fools.
Foucan was personally involved in the creation of the website, which sees the James Bond star exclusively demonstrate his gravity-defying athletic skills across giant letters of the alphabet.
On landing at the site visitors are prompted to type a personal message. Each letter then becomes an assault course for Foucan to perform on. Foucan was filmed performing moves across life size models of every letter of the alphabet from A to Z, plus a closing frame.
Foucan helped design the letter heights so that he could perform without post production tricks to undermine the two-day intensive shoot. The letter “T” for example is four metres high and Foucan performed many of his moves in one take.
In addition to the interactive element that visitors create from the homepage, the site features a profile of Foucan, plus the K-Swiss TV ad and a behind the scenes ‘making of’ film that includes exclusive footage of Foucan’s involvement in the ad’s creation.
Downloads and wallpapers complement a competition entry mechanic to win a pair of Ariake sneakers.