THE CHALLENGE

Historically, women’s shoes were presented in a too-cute or serious way. For their launch of ass-kicking Women’s Tubes, K-Swiss wanted to do something irreverent and fun to follow their recent success with Kenny Powers and Men’s Tubes.

THE SOLUTION

K-Swiss looked to the world's toughest trainer, Jillian Michaels, and one of comedy's funniest females, Kaitlin Olson of It's Always Sunny in Philadelphia. Together they created the Killer Body Beatdown—a cheeky, tough-girl workout program supplemented with daily videos, tips and downloads to inspire ladies on couches and computers everywhere to get Tubes and get training.