Created by Inbox Digital, the campaign is based around a microsite featuring an online viral game, Street Kiter.
In the game, players 'kite-surf' through the streets of K-Swiss Nautical city while avoiding obstacles like boats and sharks.
After attaining a certain level, players can enter a competition to win a trip to Fuerteventura, where they can learn to kite surf for real, or one of 75 pairs of exclusive Nautical trainers.
This backs above-the-line work in which a cool guy surfs across streets that mimic water. All TV and press activity will point consumers to the site.
The agency has also created a series of banner ads to engage the target audience and drive traffic to the microsite.
The site will feature information on and images of the Nautical range, which was inspired by the brand's sponsorship of the 1996 America's Cup and today's street culture.
Site visitors can watch a clip of the TV ad or a viral of a professional stunt kite surfer, which they can forward to a friend.
Edward Knol, K-Swiss European brand manager, commented: "K-Swiss Nautical is a massive launch for us. Inbox Digital has delivered a fantastically creative execution, which fits perfectly."
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