Kevin Durant Takes Kate Upton to Work in Skullcandy Ad

Part of brand's repositioning campaign

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One of the most valuable assets for companies marketing to younger consumers is their spokespeople. In particular, hip brands like the surf-skate-snow clothing company Quiksilver and headphone maker Skullcandy often look to young athletes like surfers Dane Reynolds and Kolohe Andino or NBA scoring champion Kevin Durant to help relate to the younger demographic. In some cases, the athletes even serve as brand consultants.

Sometime this month, Skullcandy will unveil a new look and feel aimed at positioning the company as a "performance lifestyle audio brand," according to vp of global marketing and creative Nate Morley.

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