Kenny Powers Makes A Comeback

K-Swiss Inc. KSWS shares are up more than 4% today, as the company has brought back its most famous spokesman, someone who isn't even real. Kenny Powers is a fictional character on HBO's show "Eastbound & Down" and has been one of the more popular characters in TV history because of his brash attitude and hysterical over-the-top nature. HBO is a unit of Time Warner TWX. Powers, played by actor, Danny McBride, first appeared in K-Swiss commercials last year. "Kenny Powers has definitely helped trumpet the assets of TUBES training footwear in an irreverent and unique way," said Chris Kyle, vice president of marketing at K-SWISS. "With this new chapter of our campaign, we're pushing the limits of how traditional sports companies market, and hopefully making a lot of people laugh in the process. At the end of the day, the campaign is meant to connect the young male audience with our product in a meaningful, original and completely entertaining way – that's our goal." In the new campaign, Powers is CEO of K-Swiss and wants to make the sports world a harder place, and so does by bringing on such athletes and celebrities as Kansas City Chiefs' Quarterback Matt Cassel to be the company's chief marketing officer, San Francisco 49ers Linebacker Patrick Willis to be the vice president of carnage, and Jillian Michaels to be the director of community outreach. Also of note in the commercials are U.S. 50k record holder Josh Cox who will be the chief super long distance runner officer, and WWE WWE superstar Rey Mysterio to be the director of security. "Not only does Kenny resonate with our audience but so does the idea of being the big boss-man and running your own company," said Matt Murphy, creative director at 72andSunny. "Every kid dreams of running the candy store. It's just that this particular candy store has All-Pro NFL players, the world's top fighters, and some harpoon guns." At last check, shares of KSWS were up 42 cents to $11.25.