BRAND STRATEGY GUIDE
GR 604: The Nature of Identity
Yumo Wang // Spring 2024
CONTENTS Brand Introduction Personas Profiles Brand grids Competitors Brand Attributes 01 11 21 27 35
BRAND INTRODUCTION
This chapter aims to research the brand history and develop a brand strategy to evolve the brand. For this purpose, I wrote and visualized a brand description, a brand history timeline, a brand soul, a new mission statement, rebranding goals, and keywords.
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BRAND DESCRIPTION
Airwalk is a pioneer in the skateboard industry, founded in 1986 by George Yohn and Bill Mann to produce more functional, more durable skate shoes. With freedom, individuality, and an adventurous spirit at its core, this brand meets young people’s needs for extreme sports equipment through continuous innovative design. Airwalk not only sells products, but it also advocates skateboarding culture and the active lifestyle of the extreme sports community, including skateboarding, skating, surfing, BMX, skiing, BASE jumping, and off-road motorcycles.
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BRAND HISTORY TIMELINE
1986
George Yohn and Bill Mann co-founded Airwalk.
1995
Airwalk hits record sales of $200 million.
1990s
”The One” shoe becomes popular and the Airwalk gains national recognition.
1996
Footwear Industries of America names Airwalk Marketer of the Year.
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1999
Airwalk is acquired by Sunrise Capital Partners.
2004
Airwalk is acquired by Collective Licensing International.
2011
Airwalk’s 25th anniversary. Some of the most nostalgic models were re-released, including the Enigma, Prototype, and Jim.
2014
Airwalk is sold to Authentic Brands Group.
2000
Malcolm Gladwell named Airwalk the sixth most influential brand in the world in the mid-1990s in The Tipping Point.
Present
New Airwalk models are sold in the U.S. through JC Penney, and retro Airwalk styles are available on eBay and Poshmark. And Airwalk is rebranding.
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BRAND SOUL
Exploration, Individuality, irreverence and self-expression.
NEW MISSION STATEMENT
We empower people to express themselves, build community, and embrace adventure by shaping character and fostering meaningful connections on every journey, because dissatisfaction, rebellion, and personal expression are part of discovering your potential.
REBRANDING GOALS
The new Airwalk is no longer just a skateboard brand, but a brand dedicated to inspiring exploration, individuality, questioning authority, and showing self-expression.
We will work with cultural brands and artists to provide cross-disciplinary experiences and events to help young people express their individuality freely in various environments. Through innovative products and services, we will give people more choices, help them break through themselves, and enjoy a more diversified and enriched life.
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KEYWORDS
Self-expression
In the mid-1990s, we were identified with what we stood for—irreverence and self-expression.
Passionate
We are fueled by passion and progression, driven by people pushing innovation, supporting the scene, and taking risks.
Rebellious
We originate from defiance and unease, embodying a spirit of rebellion and independence.
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PERSONA PROFILES
This chapter aims to explore the scope of the new Airwalk’s potential audience. For this purpose, I created 8 personas, of which 6 are people who identify with Airwalk and 2 are people who do not identify with Airwalk. Overall, the potential audience for the new Airwalk is extreme sports enthusiasts and their caretakers.
Areas of Concern
[A] Exploration and adventure
The products cater to individuals seeking exploration and adventure, offering durable gear suited for different terrains and conditions.
[B] Personalization and self-expression
The product design enables individuals to express their personality and style authentically, empowering them to make a statement and stand out from the crowd.
[C] Community and socialize
The products foster a sense of community among enthusiasts, providing opportunities for socializing and connecting with likeminded individuals in social events.
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SKI ENTHUSIASTS
Ryan Johnson
Age: 25
Gender: Male
Ethnicity : European
Location: Vancouver
Interest: Skiing
Traits
[A] Ryan chooses to challenge steep slopes and difficult snow trails to experience new excitement and adventure.
[A] Ryan actively participates in adventure travel and skiing challenges to expand his horizons and experience the diversity of life.
[B] Ryan chose a uniquely designed ski helmet with his favorite patterns and colors to reflect his personality.
[B] Ryan purchased a custom-made ski jacket because it allowed him to choose the color and pattern he wanted.
[C] Ryan participated in a community event organized by a ski brand, shared skiing experiences with other ski enthusiasts, and made new friends.
[C] Ryan joined a ski club and regularly attended their organized ski trips and social events to share his passion for skiing with others.
Areas of Concern
[A] Exploration and adventure
The products cater to individuals seeking exploration and adventure, offering durable gear suited for different terrains and conditions.
[B] Personalization and self-expression
The product design enables individuals to express their personality and style authentically, empowering them to make a statement and stand out from the crowd.
[C] Community and socialize
The products foster a sense of community among enthusiasts, providing opportunities for socializing and connecting with like-minded individuals in social events.
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STREET SLIDER
Amanda Zhang
Age: 30
Gender: Female
Ethnicity : Asian
Location: Madison
Interest: Skateboard
Traits
[A] Amanda is full of passion for exploration and adventure. She likes to challenge different skateboarding venues and difficulties to find new skateboarding skills and experience higher excitement.
[A] Amanda actively participates in various skateboarding competitions and activities to show her skills and courage.
[B] Amanda loves personalized skate gear, so she looks for products with unique designs and customization options that reflect her unique personality.
[B] She sees skateboard gear as one of her ways of expressing herself, so Amanda often chooses products that reflect her personality and style.
[C] Amanda is a member of the local skateboarding community. She actively participates in various social activities and skateboarding gatherings and has established deep friendships with other skateboarders.
[C] Amanda’s willingness to share her skateboarding experiences and skills has created strong connections with others.
Areas of Concern
[A] Exploration and adventure
The products cater to individuals seeking exploration and adventure, offering durable gear suited for different terrains and conditions.
[B] Personalization and self-expression
The product design enables individuals to express their personality and style authentically, empowering them to make a statement and stand out from the crowd.
[C] Community and socialize
The products foster a sense of community among enthusiasts, providing opportunities for socializing and connecting with like-minded individuals in social events.
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OUTDOOR DAD
Christopher Yang
Age: 40
Gender: Male
Ethnicity : Asian
Location: Hawaii
Interest: Hiking and camping
Traits
[A] Christopher loves exploration and adventure and enjoys taking his family on hiking and camping trips to discover the mysteries of nature.
[A] Christopher’s spirit of adventure inspired his daughter, and he led her in a variety of outdoor activities and adventures to cultivate her courage and exploration.
[B] When his daughter expressed her love for skateboard shoes, Christopher did not hesitate to buy a pair because he was willing to support his daughter in expressing her personality and style.
[B] When his daughter began to show her passion for skateboarding, Christopher took the initiative to recommend some social accounts and websites to her to help her better understand and integrate into this culture.
[C] Christopher regularly participates in skateboard competitions with his daughter, and they share a passion for extreme sports.
[C] Christopher attended an extreme sports gathering with his daughter and met many skateboarders and extreme sports fans at the event, establishing deep friendships and social connections between them.
Areas of Concern
[A] Exploration and adventure
The products cater to individuals seeking exploration and adventure, offering durable gear suited for different terrains and conditions.
[B] Personalization and self-expression
The product design enables individuals to express their personality and style authentically, empowering them to make a statement and stand out from the crowd.
[C] Community and socialize
The products foster a sense of community among enthusiasts, providing opportunities for socializing and connecting with like-minded individuals in social events.
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ICE RIDER
Catherine Smith
Age: 20
Gender: Female
Ethnicity : African American
Location: Toronto
Interest: Skating
Traits
[A] Catherine likes to challenge herself to skate on different ice venues and conditions, pursuing the ultimate experience of ice sports.
[A] Catherine focuses her energy on improving her skating skills and exploring new skating venues.
[B] Catherine chooses to buy uniquely designed skating clothing because such clothing has personalized patterns and colors, showing her unique personality and charm.
[B] Catherine chose to purchase custom-made skates because they can be personalized to her preferences and needs, allowing her to express herself more freely on the ice.
[C] Catherine often participates in skating camps and competitions, sharing her thoughts and experiences with other skating enthusiasts.
[C] Catherine attended an ice party and had a great time with other ice skating enthusiasts.
Areas
of Concern
[A] Exploration and adventure
The products cater to individuals seeking exploration and adventure, offering durable gear suited for different terrains and conditions.
[B] Personalization and self-expression
The product design enables individuals to express their personality and style authentically, empowering them to make a statement and stand out from the crowd.
[C] Community and socialize
The products foster a sense of community among enthusiasts, providing opportunities for socializing and connecting with like-minded individuals in social events.
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FITNESS MAN
John Alexander
Age: 26
Gender: Male
Ethnicity : African American
Location: Kalispell
Interest: Running and fitness
Traits
[A] John enjoys participating in outdoor running activities and challenging himself, focusing on fitness, and exploring new running trails.
[A] John’s focus is mainly on physical health and exploring an adventurous lifestyle. He is more concerned about the actual effects and health benefits of exercise.
[B] John understands the importance his friends place on personalization and self-expression, so he recommends brands with unique designs and personalization features that allow them to express their personality.
[B] John will recommend some unique and creative brands that allow friends to express their own taste and style when choosing.
[C] John actively participates in social activities and looks for socially appropriate brands for his friends, such as those that interact frequently with social media, hold community events, or support social causes, so that his friends can connect with like-minded people.
[C] John will recommend some brands that support social interaction, such as those that cooperate with social media to launch unique activities or products that provide social media sharing functions so that
friends can find a sense of belonging and identity in social circles.
Areas of Concern
[A] Exploration and adventure
The products cater to individuals seeking exploration and adventure, offering durable gear suited for different terrains and conditions.
[B] Personalization and self-expression
The product design enables individuals to express their personality and style authentically, empowering them to make a statement and stand out from the crowd.
[C] Community and socialize
The products foster a sense of community among enthusiasts, providing opportunities for socializing and connecting with like-minded individuals in social events.
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YOGA NANA
Jessica Anderson
Age: 70
Gender: Female
Ethnicity : American
Location: Miami
Interest: Yoga
Traits
[A] Jessica is interested in trying new things and experiencing new adventures.
[A] Jessica focuses on self-growth and inner balance, and she sees exploration and adventure as a way to improve physical and mental health.
[B] Jessica considered her grandson’s type and style of exercise and chose a uniquely designed product that would highlight his personality.
[B] Jessica cares about her grandson’s self-expression and hopes he can express his unique charm through his hobbies.
[C] Jessica encourages her grandson to participate in community activities to make more friends.
[C] Jessica often communicates with her grandson about extreme sports and provides him with support and care.
Areas of Concern
[A] Exploration and adventure
The products cater to individuals seeking exploration and adventure, offering durable gear suited for different terrains and conditions.
[B] Personalization and self-expression
The product design enables individuals to express their personality and style authentically, empowering them to make a statement and stand out from the crowd.
[C] Community and socialize
The products foster a sense of community among enthusiasts, providing opportunities for socializing and connecting with like-minded individuals in social events.
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PILATES TRYER
Areas of Concern
[A] Exploration and adventure
The products cater to individuals seeking exploration and adventure, offering durable gear suited for different terrains and conditions.
[B] Personalization and self-expression
The product design enables individuals to express their personality and style authentically, empowering them to make a statement and stand out from the crowd.
[C] Community and socialize
The products foster a sense of community among enthusiasts, providing opportunities for socializing and connecting with like-minded individuals in social events.
Nicholas Aden
Age: 36
Gender: Male
Ethnicity : Latino
Location: Switzerland
Interest: Pilates
Traits
[A] Nicholas is not interested in exploration and adventure. In contrast, he is more focused on inner harmony and physical and mental health.
[A] Nicholas tends to pursue a smooth and stable lifestyle, and he likes to improve his physical fitness and inner balance through Pilates exercises.
[B] Nicholas will choose popular brands and products because he is more concerned with being consistent with mainstream society rather than showing his uniqueness.
[B] Nicholas is reluctant to express himself due to his introverted personality.
[C] Nicholas prefers to shop alone and online because he is not interested in the social aspect of shopping.
[C] Nicholas does not seek social interaction or join a community because he is unwilling to socialize with strangers.
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ZUMBA LOVERS
Allison James
Age: 25
Gender: Female
Ethnicity : Eurpoean
Location: Washington
Interest: Zumba
Traits
[A] Allison loves to enjoy music and dance in a comfortable environment.
[A] Allison prefers to express herself indoors in dance classes rather than pursuing adventure and excitement outdoors.
[B] Allison doesn’t tend to express her personality through clothing and accessories because she doesn’t want to draw attention to herself.
[B] Allison believes that comfortable and practical clothing is more important in dance classes, so she chooses simple dance clothing.
[C] Allison wasn’t keen on participating in the Zumba dance community because she didn’t like crowded places.
[C] Allison feels that practicing at home is more convenient and allows her to focus on improving her dance skills, so she rarely participates in dance activities organized by the community.
Areas of Concern
[A] Exploration and adventure
The products cater to individuals seeking exploration and adventure, offering durable gear suited for different terrains and conditions.
[B] Personalization and self-expression
The product design enables individuals to express their personality and style authentically, empowering them to make a statement and stand out from the crowd.
[C] Community and socialize
The products foster a sense of community among enthusiasts, providing opportunities for socializing and connecting with like-minded individuals in social events.
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BRAND GRIDS
This chapter aims to illustrate the dynamic evolution of the Airwalk brand through its current and future brand grids. By contrasting these grids, we capture Airwalk’s transition from street culture to a formal presence in the art world, highlighting its strategic shifts and commitment to broader cultural expressions.
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CURRENT
The current brand grid demonstrates the brand’s roots in street culture, reflecting the brand’s deep connection with urban nonmainstream art forms such as graffiti and street performance. This grid reflects the origins of Airwalk, an image closely associated with youth, rebellion, and free expression.
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AIRWALK
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FUTURE
The future brand grid will show how the brand transitions from street culture to a widely recognized art form, highlighting its maturity and innovation in the art field. This transformation not only demonstrates the brand’s growth but also reflects its deeper understanding of cultural and social values.
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AIRWALK
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COMPETITORS
This chapter aims to identify competitors. The exploration of competitors is a key market research activity that helps us better understand the market environment, improve competitiveness, and discover innovation opportunities to achieve sustained brand growth and development.
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CURRENT COMPETITORS
The current competitors listed here are footwear-focused brands that directly challenge our position and market share in the industry. These major players compete directly with our products or services, posing significant challenges to our brand’s foothold in the market.
Vans has attracted the attention of young people by creating creative and personalized product lines and has become a symbol of youth culture.
DC Shoes is committed to attracting young skateboarders and gaining market share by providing products and experiences that fit their personalities and needs.
Converse Skateboarding is committed to attracting young skateboarders who dare to challenge conventions and provide innovative products and experiences to compete with Airwalk for market share.
New Balance Numeric competes with Airwalk with its craftsmanship and community impact-focused mission.
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Nike SB competes with Airwalk with its mission of constantly pursuing innovation and inspiration.
Adidas Skateboarding competes with Airwalk through its extensive product line and global popularity.
Globe is known for its unique Australian origins and concern for the environment. They work with top designers and riders around the world to offer well-designed footwear and gear to compete with Airwalk in the market.
Etnies competes with Airwalk with its historic skate culture background and commitment to sustainable living.
Lakai competes with Airwalk with its deep background in skateboard culture and professional recognition of skaters.
Osiris Shoes competes with Airwalk through its unique designs and commitment to skate culture, attracting young people who pursue individuality and self-expression.
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ADJACENT COMPETITORS
Adjacent competitors are products or services within the fashion sector that cater to similar customer needs as our brand but do not directly compete. These alternatives may offer similar functionality or serve a comparable purpose to our brand, providing customers with choices that meet their fashion preferences and requirements.
Stüssy is an American street fashion brand founded in the 1980s and known for its iconic graffiti style and street culture influence.
Supreme is an American street fashion brand known for its iconic red bridge logo and limited-edition products.
Thrasher is a skateboard magazine originating from the United States. It was founded in 1981 and later developed into a skateboard fashion brand.
Billabong design style is simple and fashionable, encouraging young people to actively participate in outdoor activities, explore nature and show their personality.
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BAPE is a street fashion brand originating from Japan, known for its iconic orangutan pattern and unique design style.
Volcom’s design style is avant-garde and unique, encouraging young people to try boldly, take risks, and show their personality in life.
Carhartt is an American workwear brand founded in 1889 and is famous for its sturdy and durable workwear.
RVCA is a brand that focuses on individuality and innovation. Their products and activities encourage young people to challenge tradition, explore the unknown, and express themselves in various fields.
Roxy emphasizes female power and encourages women to pursue freedom and individual expression.
Off-White is an Italian fashion brand founded by designer Virgil Abloh, known for its avant-garde designs and iconic diagonal stripes.
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ASPIRATIONAL COMPETITORS
The aspirational competitors encompass a diverse range of entities beyond the realms of footwear and fashion. These may include art galleries, media channels, and organizations that align with our new mission and vision, which are centered around empowering young individuals to explore, embrace their individuality, question authority, and express themselves.
Kickstarter is a crowdfunding platform that helps creators raise funds to support their creative projects. By connecting with the creative community and supporting creative projects, Kickstarter inspires young people to pursue innovation and self-expression.
The D&AD Awards are an international creative awards program that recognizes outstanding creative work and design achievements in various fields. As a platform that inspires and recognizes achievements in the creative field, it encourages individual creativity and exploring new design ideas.
The Brooklyn Museum is an art museum in New York City dedicated to promoting diversity in art and culture. Encouraging people to explore the art world and personal creativity by hosting various art exhibitions and cultural events.
Free Arts NYC is a nonprofit organization that provides arts education and cultural experiences to children in need. It promotes personal growth and community connection among young people through arts and creative activities.
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The National Geographic Society is a nonprofit organization dedicated to exploring and protecting our planet. Through scientific research, adventure activities, and environmental protection projects, we encourage people to explore the beauty of nature and understand the diversity of the earth.
SXSW is a comprehensive event spanning film, music, technology, and culture, attracting innovators and thought leaders from around the world. As a platform for the exchange of ideas and the exploration of new ideas, it encourages personal expression and exploring new creative frontiers.
The Exploratorium is a science museum in San Francisco dedicated to promoting scientific exploration and innovative thinking through interactive exhibits and experimental activities. It encourages young people to explore the natural and scientific world by providing a rich exploration experience.
TED Talks are a series of talks and ideas shared by experts in various fields from around the world. TED talks encourage the development of personal thinking and the realization of personal growth by exploring various topics.
The Adventure Cycling Association is a non-profit organization that encourages people to explore cycling. Promoting personal exploration and adventure by organizing cycling events and providing resource support.
AdventureCORPS is a non-profit organization that promotes extreme sports and adventure activities. Organizing extreme challenge events and adventure activities encourages people to challenge themselves and explore unknown areas.
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BRAND ATTRIBUTES
This chapter identifies 20 keywords related to Airwalk and its footwear competitors, categorized into owned, non-branded, shared, and co-owned. This analysis clarifies Airwalk’s market position and its connections within the industry.
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BRAND ATTRIBUTES
Relevant/good/positive words
Free
Inspiring
Innovative
Independent
Brave
Neutral words
Diverse
Practical
Authentic
Flexible
Comprehensive
Bankrupt/stale/negative words
Obsolete
Conventional
Lifeless
Limited
Tedious
Words our brand hopes to own Exploratory
Individualized
Expressive
Passionate
Rebellious
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Owned Words
Adventurous Rebellious Expressive Exploratory Innovative
Shared (Common) Words Durable Affordable Classic Casual Functional
Non-branded Words
Stylish Trendy Versatile Sophisticated Avant-garde
Co-owned Words Limited Exclusive Collective Collaborative Joint
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OUR WEBSITE URL
https://www.inspiring-unconventional-expression.com
DISCLAIMER
This is a non-commercial project for educational purposes and is not intended to represent or replace the original brand. The official Airwalk brand can be accessed at airwalk.com.
TYPOGRAPHY
Brother 1816
Rufina
REFERENCE
https://airwalk.com
https://cultedge.com/airwalk-history/ https://www.youtube.com/watch?v=hUa5yACWq3Q https://www.google.com