K-Swiss has recruited musician DJ Diplo and Sharmadean Reid, founder of WAH Nails, to help budding entrepreneurs bring their business ideas to fruition.
Dubbed "The Board," the campaign by the tennis-shoe brand will recruit 100 participants. Would-be entrepreneurs can apply to become part of the collective, both to help develop their own business plans and to work on projects to benefit the K-Swiss brand.
The initiative is being led by DJ and producer Diplo, who is fronting a team of K-Swiss-enlisted "insiders" who will advise Board members and present a series of six sessions to be held later in the year.
The sessions will be hosted by model-turned-blogger Natalie Suarez and will see attending Board members work on real-life tasks designed to raise the profile of the K-Swiss brand.
Reid will lead a session about writing a business plan, with wannabe entrepreneurs encouraged to upload their pitches. The creators of the winning submission will receive a six-month mentorship from K-Swiss to make their idea a reality.
Other sessions will focus on brand positioning, with Board members invited to help create a slogan for the initiative; another will focus on CSR; and another on design, with the aim of getting Board members to produce shoe designs, three of which will be manufactured and go on sale globally.
Other elements of the course will include a session on how to position and market a product using brand imagery, led by Style.com fashion market director Rachael Wang.
This article first appeared on marketingmagazine.co.uk.