This April hip-hop artist YG teamed up with classic sneaker brand K-Swiss for the relaunch of the brand’s LX Classic sneaker. The release is coming at the perfect time, as pristine white sneakers are expected to be as trendy in Summer 2021 as they were last year.
For the rerelease, YG posed with other members of his 4Hunnid label amidst the wood-paneled walls, tufted leather furniture regal fireplace and refined atmosphere of the exclusive, members-only Compton Country Club. It’s the perfect setting for the rapper, who is from the Compton area of Los Angeles.
Why did actor, rapper, entrepreneur and philanthropist jump at the chance to campaign and help resurrect a classic sneaker?
“K-Swiss is part of the LA culture,” stated YG in a press release. “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.”
Priced at just $70, the K-Swiss’ Classic LX is a classic tennis shoe that’s accented with white tonal stripes, D-rings, shields (can’t forget the shields) and a unique three-piece toe. It’s a go anywhere, do anything sneaker, and it could just be the shoe of the summer.
Eclipsing the GOAT realness of the sneaker are the stars who shared the campaign’s spotlight. Featured in the campaign are hip-hop artists like Day Sulan, d3szn, Mitch and Tay2xs, all on YG’s 4Hunnid label.
Frankly, this campaign has some of the best visuals we’ve ever seen from a sneaker campaign.
Showcasing new hot talent against the staid atmosphere of a country club was a deliberate aesthetic choice. K-Swiss President Barney Waters explained in a press release, “While the idea of the country club is old-fashioned, the idea of being smart, wealthy, and elite is still very much alive.” Waters added, “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.”
This isn’t a one-and-done event. Look for YG and K-Swiss to drop more YG-approved kicks throughout the year. The K-Swiss LX Classic is available at Foot Locker, Foot Action and Champs online and at select stores nationwide.