Ksubi set out to expand beyond Australia and take on the U.S. and European markets.
Partnering with Smile, we codified the brand with The Triumph of the Outsider.
A creative platform that transformed every touchpoint into unmistakably Ksubi, channeling its rebel spirit and roots in streetwear and hip-hop subcultures.
The platform guides strategy and concepts, with execution shared between Ksubi and Smile across campaigns, product, and moments.
A defiant blend of craft, culture, and attitude that armed Ksubi for its next chapter on the global stage.
Agency: Smile Agency (Part of Bashful Group)
Client: Ksubi
