A year ago, the folks at K-Swiss began a marketing campaign in which the company signed Kenny Powers of HBO's Eastbound and Down. The Funny or Die video (NSFW language) marked the start of a campaign that has culminated with Powers being "named" CEO of K-Swiss. As the new CEO, Powers has begun filling out his management team and has spared no expense in bringing in the best and brightest minds in professional sports.
Among others, Powers hired Chiefs QB Matt Cassel, 49ers LB Patrick Willis, trainer Jillian Michaels, marathoner Josh Cox, UFC light heavyweight champion Jon Jones, MMA fighter Urijah Faber, and professional wrestler Rey Mysterio. Each person has a key role under Powers in helping developing the K-Swiss brand.
Chiefs quarterback Matt Cassel was hired by Powers to be his Chief Marketing Officer. In his new role he came up with a fairly straight-forward marketing slogan for K-Swiss Tubes: Shut Up And Buy Them. The slogan fits into the branding Powers is looking to bring to K-Swiss.
49ers linebacker Patrick Willis was hired as VP of Carnage. Seeing him run through the wooden wall at the 1:55 mark, combined with his ability to decimate the NFL, makes the Carnage position an obvious one. It's not a traditional management role, but I have to imagine the intimidating presence of Willis forced Powers to include him on his team.