Brand History

Airwalk was a pioneer in the skateboarding industry. Established in 1986, by George Yohn and Bill Mann, Airwalk was created to make functional, sound, and durable skateboarding shoes. They are advocates for the skateboarding culture and active lifestyles of the action sports community including skateboarding, mountain biking, snowboarding and skiing.

Mann’s 11 year old son challenges him to make a better skateboarding sneaker.

Airwalk, named after Tony Hawk’s move, is launched by Items International, selling primarily in California Surf and Skate Shops.

Airwalks are available in over 100 styles and sold globally as trends to dress in a Cali style spread. Sales top at $20 million.

Mann is replaced as president of Items International by Lee Smith.

Airwalk attempts to enter the apparel market with little to no success.

Skateboarding sales drop to $8 million. Mann branches out to Snowboarding and Mountain Biking.

Airwalk leads in sales of Snowboarding Boots.

Airwalk records an all time high $200 million in sales.

Airwalk is purchased by Sunrise Capital Partners and is moved to Denver Colorado.

2007

CLI acquired by Collective Brand International: the owners of Payless Shoe Source and Stride Rite.

Airwalk re-brands with the mission to encourage people to rebel against the norm, embrace their communities, see the world as their canvas, and find adventure in the everyday.

Airwalk reaches an advertising budget of $40 million making Airwalk the 5th largest in athletic shoe history.

Purchased by Collective Licensing International with the goal to bring Airwalk back to its roots.

Jeff Staples partners with Payless to design new Airwalk sneakers.

Airwalk’s new brand identity is based off the 3 key ideas of rebellion, adventure and community. Looking to the keywords for inspiration gives and ideas of the visual aesthetic and conceptual guidelines of the future brand identity and possible logos.

Rebellious: break away from the norm Community: find others with common attitudes, interests, and goals Creative Expression: express your unique self and find adventure in the everyday