Cali footwear brand K-Swiss has released what they call their Generation-K collection, accompanied by a “brand anthem” campaign featuring a number of entrepreneurs.

The brand taps young bosses like Elliot Tebele, Karen Civil, Anwar Carrots and Coco & Breezy.

The collection consists of three new hero sneaker styles, combined with signature K-Swiss design cues and modern athletic styling.

“The origin of this campaign came from a consumer insight, that today’s youth aspire to be CEO’s more than athletes or celebrities,” said Barney Waters, President of K-Swiss. “Entrepreneurs aren’t wearing suits, these days it’s t-shirts, jeans and sneakers.”

To launch the collection, K-Swiss tapped entrepreneur Gary Vaynerchuk (aka Gary Vee) to help lead the campaign, which he narrates in the video above.

“Today’s youth don’t wake up dreaming of running a 6-minute mile, or dunking a basketball, they dream of having their own brand or their own company,” he says “It’s a new aspiration of this generation, to be the CEO, to be the boss. The choice of Gary Vee to spearhead the campaign was easy. He’s the leading voice of the entrepreneurial culture, and when he talks, people listen.”

Watch individual campaign videos below: