K-Way® presents “This Is Weather”, the new 2026/27 advertising campaign

The concept starts from a simple thought: “Weather is not just what surrounds you, it’s what you’re going through.” Weather is not only an external condition, but something that accompanies and influences our days, becoming a metaphor for situations, emotions and states of mind.

Building on this idea, K-Way® reinterprets the language of weather forecasting through an episodic narrative. A studio presenter connects with reporters stationed in different parts of the world, each dealing with a different weather condition and an everyday situation. Weather becomes a universal talking point, connecting different cultures and places through a shared language of everyday life.

The campaign’s international dimension is reinforced by a diverse cast of faces, identities and backgrounds, set against environments inspired by a range of urban and metropolitan contexts. The result is a global narrative rooted in recognisable experiences and situations from everyday life.

The campaign also explores the intersection of reality and technology. Real characters and real-life situations coexist within digitally constructed environments, created through CGI and AI. This approach reflects one of K-Way®’s defining characteristics: a longstanding commitment to research and innovation, with technology used as a storytelling tool to bring the concept to life and amplify its international reach.

The different situations featured in the campaign play with weather-related stereotypes and expectations, each ultimately leading to a positive outcome. Atmospheric phenomena become a metaphor for the way we respond to circumstances: we cannot control what happens, but we can choose how to face it. This is where the “In Case of Anything” philosophy naturally comes into play, expressing K-Way®’s ability to accompany people through whatever the day may bring.

Created for a digital and social ecosystem, “This Is Weather” unfolds through a series of episodes that allow the campaign to evolve over time, gradually introducing new characters, locations and situations, while keeping K-Way® as the common thread.

With this campaign, K-Way® draws on its heritage to create a contemporary narrative. Weather becomes a universal language through which to explore everyday life and the different ways we experience it.

^{K-Way® is a brand of BasicNet Group, which also owns the brands Kappa®, Robe di Kappa®, Jesus® Jeans, Superga®, Sabelt®, Briko® and Sebago®. BasicNet’s leader brands are present in the sports and leisure apparel, footwear and accessories market. It operates worldwide through an international network of entrepreneurs, licensees of the brands, which produce or distribute the products. BasicNet offers to its network services of research, development, industrialization of the products and global marketing. All the company processes occur only through the Web, making BasicNet a “fully web integrated company”. BasicNet, with headquarters in Turin, Italy, is listed at the Italian Stock Exchange since 1999.}