Kith Summer 2024 Ad Campaign

Review of Kith Summer 2024 Ad Campaign by Creative Director Ronnie Fieg and Talent John Leguizamo, Andrew Schulz, Jimmy Butler, Josh Hart, Ray Romano, Victor Cruz, and Anarcius Jean

Kith creative director Ronnie Fieg riffs on his own status as the most well-connected man in the streetwear game with its latest campaign, which stars actor John Leguizamo.

Across the four-and-a-half minute short film, Leguizamo self-deprecatingly plays an exaggerated version of himself as he undertakes a quest to become the face of Kith. Dressed in the brand’s summer drops, he makes a series of more desperate phone calls as he attempts to get connected with Fieg himself. Along the way, a fun series of cameos sees him get into it with sports stars like Josh Hart and Victor Cruz and fellow comedians Ray Romano and Andrew Schulz.

Delightfully self-referential, the campaign is a clever – albeit a bit navel-gazing – sendup of the ongoing success of Ronnie Fieg’s mission to extend his brand into every aspect of bro culture. It’s also another unexpectedly fun continuation of the brand’s dad-core approach to casting, building on previous campaigns that have starred Jerry Seinfeld, Bryan Cranston, and more.

With clever casting and confident balance of self-parody and self-celebration, the campaign is another bold expansion of the Kith cultural empire.