Sports lifestyle brand K-Swiss, takes its new campaign back to where it all started for the brand; the American West Coast. This spring, BBC Radio 1 DJ and trainer connoisseur, Charlie Sloth, kicks off the new ‘K-Swiss California Love’ campaign, with a four-part documentary style mini-series starting the 4th March, 2013.
California is the birth place of hip hop culture with rappers such as Dr. Dre, Ice Cube and Snoop Dogg as icons of the West Coast music scene. ‘K-Swiss California Love’, is a glossy, documentary style mini-series following Charlie Sloth to LA to explore the origins of hip hop, it’s rise, it’s fall and its resurgence in the UK.
Comprised of four short films chronicling Charlie’s adventures in LA, and followed up by eight artist-based films back in London which will explore California’s wide-ranging appeal and influence over the UK hip hop scene. The story begins with the godfather of UK rap getting to grips with California’s resurgent hip hop scene and its iconic local communities, from the birthplace of gangsta rap Compton, to the Santa Monica pier and the affluent Beverley Hills.