K-Swiss has tapped straight talking, hard living Kenny Powers as the spokesman for K-Swiss' Tubes training shoes in a new campaign from 72andSunny.

Powers, the fictional anti-hero of HBO's Eastbound & Down, played by Danny McBride, dispenses his own unique brand of motivational advice in the campaign, which also features football players Jeremy Shockey and Patrick Willis and MMA fighter Urijah Faber. The campaign includes this cinema spot, a series of TV and web spots, posters featuring a 1-888 number (1-888-With-Tubes-I-Will-Train-the-F-Out) where callers can get words of wisdom from Powers and a micro site. The agency kicked off the campaign with a video on Funny or Die, depicting Powers in negotiation with K-Swiss.

Long time McBride collaborator Jody Hill, who also co-created Eastbound & Down, directs the campaign, which also promotes the September 26 season two premier of the show.