The iconic West Coast brand has been making subtle yet noticeable changes to its footwear selection for 2010. Back in January we presented you with their Surf & Sand collection which is now available via the the K-Swiss website. We’ll be providing you with a first look shortly- loving them! In the meantime learn more about this company and their new video project below.

In 1966, the two founding brothers of K-Swiss designed the first high-performance white leather sneaker to ever walk the streets of California. Intended originally for tennis, this sneaker began strolling down the streets of Los Angeles in the mid-1970s as the first-all leather sneaker of its class, resulting in a revolutionary product for both the game of tennis and the world of sport style sneakers. To evoke the true California spirit of the brand in 2010, K-Swiss is paying homage to their Classic heritage in the form of two integrated campaigns: a viral video series themed on “Things that are Classic,” and a complementary poster series designed to reveal the history of The Classic. K-Swiss will revive this heritage by launching a series of 12 videos in 2010.

K-Swiss has commissioned four top emerging directors to translate this message into three artistic film shorts which will successively launch beginning on March 9 and ending at the year’s end. The first three films set to launch are by Six Stair, the Los Angeles based production company of Coan Buddy Nichols and Rick Charnoski. This first film Kalifornia portrays the West Coast lifestyle using archived clips from the past decade. The second film, Don’t Forget to Look Up, will launch on March 19 and is inspired by the Los Angeles Marathon which the brand is sponsoring this season. The final Six Stair film, launching March 31, will feature pro skateboarders, Greg Lutzka and Al Partanen. The remaining two films and directors are still in the works and will be launching monthly starting in July and ending in December.