Kenny Powers, (actor Danny McBride) becomes the CEO of K-Swiss and turns the world on its head, bringing a certain, ah.. lets say "flair", to the company. Enlisting the help of feature film director Michael Bay, american football player Matt Cassel, fitness guru Jillian Michaels, and mixed martial arts Champion Jon "Bones" Jones among others to turn K-Swiss and the world of transformer movies around.Oh yeah, it's selling shoes with tubes too.