Airwalk Vol.1 The visual strategy guide
Airwalk Vol.1 The visual strategy guide
Table of Contents
CHAPTER 1 introduction Brand Description The History of Brand Potential for The Re-Branding
CHAPTER 2 brand extension The New Statement The Re-Branding Objective Brand Keywords
CHAPTER 3 competitors CHAPTER 4 audience profiles CHAPTER 5 Brand Visualization
Vol.1 The visual strategy guide
chapter 1 introduction Brand Description The History of Brand Potential for The Re-Branding
chapter 1 introduction
The inspiration for the look, construction, and overall aesthetic of Airwalk would come out of observation.
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BRAND soUL / Brand Description
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Airwalk was founded in 1986, the brainchild of George Yohn and Bill Mann. Yohn, no stranger to the footwear business, and Mann, an art student with a background in athletic gear, wanted to create longer-lasting and better functioning shoes for skateboarders. Neither Mann nor Yohn were skateboarders; rather, the inspiration for the look, construction, and overall aesthetic of Airwalk would come out of observation. Mann would scout skate parks, watching the ways skater did their tricks and how they damaged their shoes. Options for skaters were slim in those days and Yohn and Mann knew there was a market to tap into. By the mid-90s, Airwalk was making hundreds of millions of dollars, the fifth largest in the athletic shoe industry at the time. They led the street skateboard culture and presented them with a complete brand. Their philosophy and vision, as an inspiration, have influenced many skateboarders and street culture. Today, if you got a pair of Airwalks from your out-of-touch but well meaning grandmother for Christmas last year, you were most likely sad and irritated, but in the late 80s and early 90s, it would have been a much different story.
chapter 1 introduction
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> 1986
> 1989
Airwalk was founde from the brain-child of George Yohn and Bill Mann.
The skateboard superstars Tony Hawk became the model and first player of Airwalk.
1987
1990
They made their first skateboard shoe models Disaster, Mystery, and Random 1.
They entered the European market in 1990 based their on local success.
The history of brand
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> 1992
> 1995
> 1996
Airwalk was making hundreds of million dollars a year and has success in the market.
Airwalk created the best skateboarding team around Tony Hawk, including Eric Costen, Andrew Reynolds, and Jason Lee.
Airwalk’s advertising budget was 40 million dollars, the fifth largest in the athletic shoe industry at that time.
1994
1997
They focused on street skating and made a lot of change to their shoe design, and they released new models such as Jim Shoe, 86, Solo.
Airwalk produced the first professional model shoe for Tony Hawk and Jason Lee and produced the first skate media channel.
chapter 1 introduction
“Our vision is to create an action sports community and support this culture, scene.�
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Potential for the Re-Branding
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Airwalk was a shoe and skateboard brand that was very popular among young people who lived for 90’, especially dudes who enjoy street sports, and culture. Their successful experience of producing products with superior for them can be extended to various business areas through the re-branding. These results will also show that they are no longer in the past and can be competitive in our markets. A potential new business can become a professional travel brand that can support and create a variety of adventure, including overall extreme sports, to leading this culture. In addition, within these brand, they can try a variety of services such as shooting, training, and contests.
Vol.1 The visual strategy guide
chapter 2 brand extension The New Statement The Re-Branding Objective Brand Keywords
Chapter 2 brand extension
The new statement is to support adventure and challenging places and give them a new inspiration.
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tHE NEW STATEMENT / The RE-BRANDING OBJECTIVE
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Create a new inspiration for the people who enjoy and take the risks through observation of challenging scenes or sites.
Airwalk will go beyond the making of skateboard shoes to a wider world of adventure. This brand can be extended to a broader range of adventure challenges. Passionate adventures and challenges in a beautiful environment with extraordinary people will bring new perspectives and inspirations to our life style. Beyond those who just enjoy skateboarding, the main audiences of this brand will be filled with people who enjoy extreme sports and dream of such adventure.
Chapter 2 brand extension
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challenge Airwalk offers a professional adventure program and can bring people a sense of challenge. These challenges also enable people to create energetic memories. “Airwalk’s DNA is to pioneer the action sports community. We have endeavored to do that for the last 30 years.” —George Yohn
adventure Airwalk can stimulate people’s adventure, and give them a valuable experience in the wild environment. “Life is either a daring adventure or nothing at all.” —George Yohn
Brand Keywords
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inspiration The experiences gained from nature will bring inspiration to adventure challenger. They can also get new vitality. “You might not make it to the top, but if your are doing what you love,there is much more happiness there than being rich or famous.” —Tony Hawk, at Airwalk SxSW, 18 March 2010
Vol.1 The visual strategy guide
chapter 3 competitors Current Competitors Adjacent Competitors Aspirational Competitors
Chapter 3 Competitors
Current Competitors
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For successful final concept, goal, and branding, research to current competitors are one of the most important processes because understanding or studying them help to clearly identify the weaknesses and strengths of these brands.
current competitors
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Vans Vans also started to make skateboard shoes before, but they have grown into a brand that leads the overall skateboard culture and fashion in this day.
Nike SB Nike SB changed the paradigm of market culture by producing lighter and more practical skateboard shoes.
Element Element produces skateboard decks along with shoes. Through this experience, the brands’ focus is on producing the ideal shoe for the board deck.
DC Shoe DC shoe is the older skateboard shoe brand with Airwalk. It has expanded into various areas but is still the most recognizes as a skateboard shoe brand.
Chapter 3 Competitors
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Thrasher Thrasher is a magazine specializing in the skateboard culture, but it has become more successful as a clothing brand in recent years. Their magazine is also forgotten.
Zooyork Zoo York produces skateboard shoes and decks for the first time, but their apparel became more popular so they became a skateboarding fashion apparel.
Girl Girl skateboard started as a skateboard shoe and deck brand for women. But today, they have also produce male products and have many enthusiasts.
Adidas Sakteboading Adidas skateboard jumped into the skateboard business late but they are loved by many skateboarders through their brand recognition and technical skills.
current competitors
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Emerica Emerica is a leading skateboard brand in the United States and has been loved in Europe. They have recently expanded into the outdoor clothing industry.
Mystery Mystery is a skateboard professional shoe brand that produces very limited products through many collaboration with other brands, and they have various enthusiasts.
Chapter 3 Competitors
Adjacent Competitors
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Investigating and observing neighboring brands that are likely to expand their brand provides broader perspectives and visions than just identifying the strengths and weaknesses of the brand.
Adjacent Competitors
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Quiksilver Quiksilver was one of the most famous surf brand in the world but they have expanded and become extensively branded as extreme sports apparel, such as skateboard and snowboard.
Huf Worldwide Huf is a case brand that has entered the skateboard market from other busineese. They are beginning to expand into the clothing business, gradually expanding into skateboarding.
Volcom Volume started its business with skateboard shoes like DC shoes but now it is loved more in other areas like snowboarding and surfing.
Supreme As a representative brand of street culture, Supreme is expanding its brand into a variety of cultural projects , such as media business, beyond carious collaborations with existing brands.
Chapter 3 Competitors
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Hurley Nike Hurley is a brand launched in Nike to support surfing sports and do business in this new areas. They are continuing their business with expertise only in this field.
Obey Worldwide Obey is one of the brands representing the street culture and fashion. But they are expanding their brand by working in a variety of progressive areas such as media, culture, and the arts.
Baker Baker was the company that produced only skateboard decks but they now become a skateboard park and facility management and design company.
Poler Poler was initially a camping brand but now it has expanded into a variety of camping gear and brands that support extreme sports such as rock climbing.
Adjacent Competitors
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Santa Cruz Santa Cruz is a brand name for surfing but now has successfully expanded its brand in skateboarding and street apparel brand.
Patagonia Patagonia started out as a concept of outdoor clothing, but now it is expanding its brand concept to support the field and adventure more than making clothes.
Chapter 3 Competitors
Aspirational Competitors
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Investigating future competitors or brands are crucial to building a successful strategy. It is very important to investigate them to reduce mistakes or to get clearer and narrower results, and to look at their success strategies, and moreover, the causes.
Aspirational Competitors
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Evo Vacation Evo is a brand that is already leading in the filed of extreme travel service. At their best, they were online website selling snowboarding equipment but now they have expanded to service that sell extreme travel, and support activities.
Rapha CC Rapha, a cycling apparel brand in the UK, was a huge success with its luxurious bicycle clothing concept. And they are now expanding into a service brand that introduce and explore bike tours.
Backcountry Exeprience Backcountry experience is largely a company that sells extreme sports travel products that take place in the mountainous area. They offer accommodation, equipment as well as travel goods.
Backroad Backroad is similar to the Backcountry, but they are more focused on mountain bike parts. They support the necessary parts and equipment form the bike transport service.
Chapter 3 Competitors
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Red Bull Extreme Red Bull is the most famous energy drink company in the world, and they support extreme sites to maximize their brand value.
Special Blend Special Blend was originally a company that made the snowboard. But they are now expanding into a company that develops and sells products for backcountry snowboard travel.
The Extreme Sports Medical The group, which was created to promote and stimulate extreme sports, is now being transformed into a medical company that provides medical service to them in a dangerous sites.
Skywalk Skywalk is a company that deals with only extreme sports that happen only in the sky. They mainly offer sports, such as skydiving and paragliding, and certification services.
Aspirational Competitors
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Live It Sport Live It Sport is a company that arranges and introduces trips such as climbing and outback biking. They also hold extreme sports competitors utilizing this brand.
Gravis Gravis was a brand that produced and sold bags related to mountain climbing. But now it has expanded into a brand that produces a variety of equipment for extreme sports.
Vol.1 The visual strategy guide
chapter 4 audience profiles Persona research can help successfully compete in the marketplace by observing and researching people who are directly or indirectly related to the brand. We need to research potential customers with diverse perspectives in order to launch brands successfully. These studies inform about the direction that the brand should take, and remind about the problems also that are not easily understood.
Chapter 4 audience profiles
Scott Webb
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Thrill-lover American 32 years old Freelance Phtographer Income $ 65,000 a year Live in San Francisco, CA
He likes skydiving because observing and taking people in extreme condition is a very attractive photography concept to him. While his life, he jumped more than 30 times in six months to earn his skydiving certification. In this thrill, he takes photos to express people’s facial expressions, behaviors, and moods becayse he is preparing a photo exhibition through them. At a sky diving company in San Francisco, he is often working on freelance photographer. He is often involve in extreme sports projects at the Red Bull as a member of shooting team, because this can be a job at the same time as giving him a sense of challenge. He has more than 10 cameras and equipment capable of shoOting in extreme conditions. The thrill is sometimes dangerous, but he thinks that the sense of accomplishment through these activities is more than a challenge.
Persona 1
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Chapter 4 audience profiles
Edward Jones
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A challenge Student American 23 years old University Student Income $21,000 a year Lives in Santa Clara
He likes challenging new external sports like rock climb and mountain bike because he believes that the sense of accomplishment through the challenge makes him stronger. On weekends, he go to a mountain bike meep up and rides a bicycle with people he doesn’t know because he believes that meeting various people and enjoying sports bring a lot of positive inspiration to his life. He works for the bike store as a part-time technician while attending schoolbecause he is preparing for a bicycle trip. For a few adventure, he ofern practice in the surrounding mountains to learn advanced techniques. Since childhood he often travels around the city with this father on weekends, and still commutes by bicycle. He especially likes to spend leisure time in the great outdoors compared to other friends because nature gives him a challenging feeling. He likes to collect various mountain bike parts and deal with them in his father’ garage.
Persona 2
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Chapter 4 audience profiles
Elizabeth Kelly
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Nature-lover European 28 years old Banker Income $85,000 a year Lives in San Francisco
Growing up in Zurich, Switzerland, she grew up looking at nature from her childhood. Often she enjoys camping or hiking with colleagues at work on weekends because this experience in nature has a more positive impact on her life than taking a break sitting on a chair. Her old brother is still active as a pro skier in Switzerland. In the winter, she goes ski to the Heavily Resort in nearby Lake Tahoe because she enjoys speed. During high school, she was a part-time ski instructor in ski resort, Switzerland. To commute, she uses bicycle instead of buses or subways because this activity makes her life and ideas healthier. Recently, she is planning to travel with her brother and father to go ski trip to Chile.
Persona 3
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Chapter 4 audience profiles
Diego Garcia
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Retired forest ranger Hispanic 62 years old A retire person No income Lives in Oakland
He worked in the Yosemite National Park for 21 years as a ranger, and retired two years ago. He has been living alone for years because his wife passed out three years ago, and all his son and daughter are living in Los Angeles, California. He often hikes or climbs because he thinks these activities can help to forget loneliness and help him to maintain his health, and this bring him a lot of inspiration. He and his longtime friend Roy, who worked as ranger together, often traveled through a camping car. Since his retirement, he involved in climbing the Himalayan mountains becuase he wanted a new adventure after retirement. He is planning to climb Patagonia in Argentina with Roy because they promised long ago to be adventurous. For the biggest challenge with his friend, they are active in the clubbing community to learn experts from professional climber.
Persona 4
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Chapter 4 audience profiles
Aray Sardana
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Busy daddy Indian 39 years old IT Company Marketer Income $95,000 a year Lives in Palo Alto
His wife is very tired of the streets of childcare in recent years because she is caring for three sons. His three sons are also very bored with their mom everyday at home because of their busy dad. He is planning a long vacation this winter to give his wife a break and spend time with her three sons. When he was a kid, he traveled with his family used camping car around the west because his dad wanted to show the inspiration of nature to their brothers. He wants to show a wider, grander nature to his three sons who enter junior high school, and he hopes that they will become more wise and stronger. Because his job is very busy, he does not have time to look at the detailed schedules. He wants to experience a variety of things on his vacation such as mountain bike, surf, and wild fishing with his sons.
Persona 5
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Chapter 4 audience profiles
Alisha West
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A challenge traveler African American 26 years old Interior Designer Income $65,500 a year Lives in San Jose
When she was a child, she went to the ski resort frequently along with her dad because her dad wanted her to have a healthy hobby. Her ski skills are very good, and she still enjoys ski every winter season in Northern California. Her friends have mostly hobbies that are not active, so she should always be lonely to spend leisure time. She has always dreamed of ski in big wild nature but she knew it is a big challenge, so could not decide yet. The dangerous challenge always makes her fee excited because she thinks inspirations from these adventures and challenge make her stronger. In recent years, she has decided to take courage and go on a backcountry ski trip and is looking for people to go on trip together or to go with them. She is also reviewing some extreme travel company for safe travel.
Persona 6
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Chapter 4 audience profiles
Dongho Kim
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Bored engineer Asian 33 years old Back-end Developer Income $145,000 a year Lives in Palo Alto, California
He moved to the US six years ago and is working as an engineer in an IT company in Silicon Valley. He is still single and travel mostly alone in his spare time, and he often meets people he met on the trip because he’s lonely. Before coming to the United State, he was a very active person in Korea and had various sports activities. He can not drink alcohol at all, so he has a lot of free time except for his time at work. In recent days, he feels that life is boring, so refresh is needing in the whole part of his life. In general, while enjoying sports in nature, he relaxed his stress and feels himself strong. For the thrilling extreme trips and challenges, he decided to do something like sscuba diving.
Persona 7
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Chapter 4 audience profiles
Kevin Davis
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Former snowboader European 43 years old Online Snowboard Shop Owner Income $190,000 a year Lives in Alameda, California
He thinks that his life as a snowboarder and that challenges have made him stronger because it brought a lot of positive impact and inspiration on his life. He was born in Vancouver, Canada and was a snowboarder. After retirement, he lives with his family in Seattle, and he runs an online snowboard shop with his old colleagues. Recently, he is prepping to take a snowboarding trip to the Alps for 10 days in winter with his son because his son also likes him and likes sports very much. His family often spends time in their cabin in South Lake Tahoe. He has a YouTube channel to record his extreme travels and introduce the backcountries. He has had more than 11 factor surgery with small and big injuries during his life becuase of snowboading.
Persona 8
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Vol.1 The visual strategy guide
chapter 5 Brand Visualization Current Grid & Future Gird
Chapter 5 Brand visualization
Airwalk has been supporting the passionate people Airwalk has been who take risks, supporting the passionate people who take risks, Airwalk has been supporting the passionate people who take risks,
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Current grid
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Chapter 5 Brand visualization
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future grid
BU T N OW— A IRWA L K W IL L GO BE YOND THE PASSION TO A M ORE SPAC IOUS A N D CHA L L EN GING WORL D.
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APPENDIX / SOURCE
Web Reference
www.airwalk.com www.rippedlaces.com www.wikipedia.org www.thrasher-magazine.com www.evo-vacation.com www.burton.com www.redbull.com www.hurley.com
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