Airwalk Visual Extensions Guide by Yumo Wang

VISUAL EXTENSIONS GUIDE

GR 604: The Nature of Identity

Yumo Wang // Spring 2024

CONTENTS Brand New Concept Future Outlook Future Extensions 01 09 23

6 YUMO WANG// 05029009 // MODULE 2 // GR604: NATURE OF IDENTITY

BRAND NEW CONCEPT

Airwalk is redefining its brand, moving beyond skateboarding to embrace exploration, individuality, irreverence, and selfexpression. The renewed mission is to empower youth through adventure, helping them discover their potential and express themselves. This chapter reviews Airwalk’s history, mission, and new vision.

2 YUMO WANG// 05029009 // MODULE 2 // GR604: NATURE OF IDENTITY

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.

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.

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.

6 YUMO WANG// 05029009 // MODULE 2 // GR604: NATURE OF IDENTITY

Our new mission is to 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.

8 YUMO WANG// 05029009 // MODULE 2 // GR604: NATURE OF IDENTITY

FUTURE OUTLOOK

Now that the visual standards are established, the focus shifts to envisioning Airwalk’s future trajectory. Grounded in its brand mission and key focus areas, this chapter delves into the potential avenues for Airwalk’s growth. It explores prospects across various categories including products, services, environments, experiences, educational opportunities, events, and co-branding collaborations.

BRAND CHART

Products

Services

Environments

Experiences

Educational

Opportunities

Events

Co-branding opportunities

[PR 01] Airwalk VR Adventure

[PR 02] Airwalk DIY Kits

[PR 03] Airwalk Exploration Hub

[SE 01] Airwalk Customized Lab

[SE 02] Airwalk Adventure Guide

[EN 01] Airwalk Cultural Center

[EN 02] Airwalk Street Square

[EN 03] Airwalk Adventure Experience Zone

[EX 01] Airwalk Adventure Quest

[EX 02] Airwalk Adventure Challenge

[EX 03] Airwalk Adventure Exhibition

[ED 01] Airwalk Creative Seminar

[ED 02] Airwalk Adventure Learning Camp

[EV 01] Airwalk Urban Climbing challenge

[EV 02] Airwalk Sports Competition

[CO 01] Airwalk x Nike

[CO 02] Airwalk x UNESCO

[CO 03] Airwalk x The North Face

11 Express Yourself Build Community Embrace Adventure EN 01 EN 02 EN 03 EX 01 EX 03 ED 01 ED 02 CO 02 EV 01 PR 02 EX 02 CO 01 CO 03 SE 01 EV 02 PR 01 PR 03 SE 02

[PR 01] Products

Airwalk VR Adventure

Explore the limitless world, express your individuality, and embrace adventure like never before.

Embark on thrilling virtual adventures with Airwalk VR Adventure. Customize your journey to scale mountains, traverse oceans, and explore uncharted territories. This immersive experience empowers self-expression and personal growth, encouraging you to embrace your inner explorer while shaping your unique destiny.

New Mission-Focus

Airwalk VR Adventure reinforces our mission of empowering people to express themselves, build community, and embrace adventure, discovering their potential by encouraging individuals to discover their potential, and embracing the spirit of adventure.

Similarity

Oculus Quest, PlayStation VR Worlds

Differentiators

Airwalk VR Adventure stands out by prioritizing individuality and self-expression. Unlike other virtual reality platforms, it offers tailored journeys for a more personal experience. It serves as more than just entertainment, fostering self-discovery and empowerment through exploration.

[PR 02] Products

Airwalk DIY Kits

Unleash your creativity with customizable crafting projects.

Dive into the world of DIY crafting with Airwalk DIY Kits. These sets offer a variety of projects for self-expression and exploration. Whether you’re a novice or an experienced crafter, each kit allows you to showcase your unique style through painting, sculpting, jewelry making, and more.

New Mission-Focus

Airwalk DIY Kits reinforce our mission of empowering people to express themselves, build community, and embrace adventure, discovering their potential by encouraging them to experiment boldly and express their unique personalities.

Similarity

Tinker Crate, KiwiCo

Differentiators

Airwalk DIY Kits stand out by not only promoting fun but also fostering creativity and self-confidence. While similar to Tinker Crate and KiwiCo in offering customizable projects, Airwalk DIY Kits emphasize personalization and self-expression, allowing users to truly make each project their own.

[PR 03] Products

Airwalk Exploration Hub

A digital playground for the curious and creative.

The Airwalk Exploration Hub is a dynamic community where young individuals unite to share adventures, ideas, and perspectives. With features like virtual meetups and collaborative projects, it fosters creative expression and connection. Whether seeking inspiration or like-minded explorers, it’s a space for selfexpression and growth.

New Mission-Focus

Airwalk Exploration Hub reinforces our mission of empowering people to express themselves, build community, and embrace adventure, discovering their potential by fostering meaningful connections, and encouraging personal growth among our audience.

Similarity

Reddit, Airbnb, Twitch

Differentiators

The Airwalk Exploration Hub sets itself apart by prioritizing creativity and meaningful connections among young explorers. Unlike typical social platforms, it’s curated for those craving adventure and self-discovery, offering a distinctive digital experience focused on exploration and personal growth.

[SE 01] Services

Airwalk Customized Lab

Where creativity meets customization.

Airwalk Customized Lab allows users to craft unique products, from customized clothing to bespoke accessories, fostering individual expression and creativity. With a focus on empowering users to shape their style, our platform provides tools for unleashing artistic potential, resulting in personalized products that reflect their personality.

New Mission-Focus

Airwalk Customized Lab reinforces our mission of empowering people to express themselves, build community, and embrace adventure, discovering their potential by encouraging people to use their creativity and imagination to create unique products and express themselves.

Similarity

Nike By You, Adidas miadidas

Differentiators

Airwalk Customized Lab stands out by prioritizing the user experience. Unlike other customization services, we offer an immersive environment and creative tools, enhancing the overall experience and enabling users to fully engage in the creative process.

[SE 02] Services

Airwalk Adventure Guide

Your personalized pathway to thrilling adventures.

Airwalk Adventure Guide offers personalized route planning and professional support for young adventurers exploring the thrill of the outdoors. With a team of expert instructors, we ensure safe and meaningful experiences in hiking, mountain climbing, and wild camping. Focused on empowering individuals to embrace the unknown, we lead users on unforgettable journeys of self-discovery and adventure.

New Mission-Focus

Airwalk Adventure Guide reinforces our mission of empowering people to express themselves, build community, and embrace adventure, discovering their potential by providing professional mentors and personalized services, we lead them into the unknown, challenge themselves, and take adventures.

Similarity

REI Adventures, Adventure.com

Differentiators

Airwalk Adventure Guide stands out with its personalized service and guidance from professional instructors. Unlike other adventure services, we prioritize customized route planning and tailored experiences, ensuring each adventure is both thrilling and meaningful.

[EN 01] Environments

Airwalk Cultural Center

Discover creativity and cultural exchange.

Airwalk Cultural Center is a vibrant space designed for young individuals to express themselves creatively and engage in cultural exchange. Through diverse activities like art exhibitions and music performances, we foster artistic growth and showcase talent. Committed to inspiring personal expression, our center encourages youth to explore their potential in the dynamic world of arts and culture.

New Mission-Focus

Airwalk Cultural Center reinforces our mission of empowering people to express themselves, build community, and embrace adventure, discovering their potential by promoting cultural communication and the development of people.

Similarity

Brooklyn Academy of Music, Tate Modern

Differentiators

Unlike traditional cultural centers, Airwalk Cultural Center focuses exclusively on inspiring creativity among young people. Our innovative programs and inclusive environment provide a unique platform for youth to express themselves authentically and embark on artistic adventures.

[EN 02] Environments

Airwalk Street Square

A dynamic urban space for cultural expression and exploration.

Airwalk Street Square is a vibrant cultural hub where creativity thrives and self-expression flourishes. From captivating graffiti art to lively street music performances and bustling craft markets, our square offers a diverse range of cultural activities and art displays. It’s a dynamic space where individuals can boldly showcase their talents, fostering a sense of community and adventure.

New Mission-Focus

Airwalk Street Square reinforces our mission of empowering people to express themselves, build community, and embrace adventure, discovering their potential by organizing a variety of cultural activities and art displays to promote creativity and self-expression.

Similarity

Williamsburg Street Art, Camden Market

Differentiators

Airwalk Street Square distinguishes itself by its exclusive focus on promoting creativity and self-expression. Unlike traditional city squares, our space provides an open and inclusive platform for people to showcase their uniqueness, inspiring innovation and exploration in an urban environment.

[EN 03] Environments

Airwalk Adventure Experience Zone

Embark on an adventure.

Airwalk Adventure Experience Zone immerses visitors in thrilling landscapes and interactive challenges. From dynamic obstacle courses to virtual reality adventures, it fosters exploration and connection, empowering individuals to discover their potential.

New Mission-Focus

Airwalk Adventure Experience Zone reinforces our mission of empowering people to express themselves, build community, and embrace adventure, discovering their potential by fostering a spirit of exploration, inspiring individuals to challenge themselves and connect with others through shared adventures.

Similarity

Adventure Parks, Indoor Adventure Centers

Differentiators

Airwalk Adventure Experience Zone stands out with its blend of dynamic challenges and immersive technology. Unlike traditional adventure parks, it offers a diverse range of experiences tailored for modern adventurers.

[EX 01] Experiences

Airwalk Adventure Quest

Embark on thrilling quests.

Airwalk Adventure Quest immerses participants in daring quests within dynamic environments, encouraging exploration and discovery. From navigating treacherous terrains to solving intricate puzzles, each quest offers opportunities for personal growth.

New Mission-Focus

Airwalk Adventure Quest reinforces our mission of empowering people to express themselves, build community, and embrace adventure, discovering their potential by providing unforgettable experiential adventures that challenge individuals to embark on thrilling quests.

Similarity

Escape Room Adventures, Adventure Challenge Courses

Differentiators

Airwalk Adventure Quest stands out with its fully immersive and interactive experiences. Unlike traditional adventure challenge courses, Adventure Quest places participants at the center of thrilling narratives, prioritizing experiential learning and hands-on exploration.

[EX 02] Experiences

Airwalk Adventure Challenge

Join and unleash your courage in thrilling outdoor activities.

Airwalk Adventure Challenge inspires courage and growth through activities like mountain climbing and parkour. It’s a platform for individuals to surpass their limits, fostering confidence in a secure setting. Unlike others, it prioritizes personal development over mere physical exertion.

New Mission-Focus

Airwalk Adventure Challenge reinforces our mission of empowering people to express themselves, build community, and embrace adventure, discovering their potential by discovering and unleashing people’s potential and becoming a stronger and more confident individual.

Similarity

Spartan Race, Tough Mudder

Differentiators

Airwalk Adventure Challenge distinguishes itself by focusing on the holistic development of participants, not solely on physical exertion. Unlike similar events, our priority lies in providing a environment where individuals can find fulfillment and a sense of accomplishment in overcoming challenges.

[EX 03] Experiences

Airwalk Adventure Exhibition

Explore adventure like never before.

Airwalk Adventure Exhibition offers an immersive journey of exploration through interactive displays and thrilling scenarios. Participants embark on daring quests, redefining adventure boundaries and fostering personal growth.

New Mission-Focus

Airwalk Adventure Exhibition reinforces our mission of empowering people to express themselves, build community, and embrace adventure, discovering their potential by inspiring curiosity and fostering personal growth among individuals.

Similarity

National Geographic’s “Ocean Odyssey” Exhibition, Smithsonian National Air and Space Museum’s “Exploring the Unknown” Exhibit

Differentiators

Airwalk Adventure Exhibition merges adventure and exploration uniquely with interactive displays and immersive experiences, setting it apart from traditional exhibitions.

[ED 01] Educational opportunities

Airwalk Creative Seminar

Empowering creative minds to explore and express themselves boldly.

Airwalk Creative Seminar offers a platform for young individuals to explore diverse creative domains. Through workshops in art, design, music, film, and television, participants engage with industry experts to enhance their skills and creativity. Emphasizing brave self-expression and continuous exploration, the seminar aims to cultivate future creative leaders.

New Mission-Focus

Airwalk Creative Seminar reinforces our mission of empowering people to express themselves, build community, and embrace adventure, discovering their potential by encouraging them to express themselves bravely, continue to explore, and achieve breakthrough achievements.

Similarity

TED Talks, Adobe Creative Meetups

Differentiators

Airwalk Creative Seminar stands out by fostering a community that promotes creative thinking and individual expression. Unlike traditional educational opportunities, it prioritizes practical learning and interactive engagement, providing comprehensive support for holistic development in the creative field.

[ED 02] Educational opportunities

Airwalk Adventure Learning Camp

Offer hands-on workshops and outdoor activities for people.

Airwalk Adventure Learning Camp provides a unique educational experience where participants engage in hands-on workshops and outdoor activities, fostering personal growth through thrilling adventures. Reinforcing our mission of empowerment and adventure, the camp encourages skill acquisition, resilience cultivation, and transformative self-discovery.

New Mission-Focus

Airwalk Adventure Learning Camp reinforces our mission of empowering people to express themselves, build community, and embrace adventure, discovering their potential by encouraging individuals to acquire new skills, and cultivate resilience and self-discovery.

Similarity

Outdoor Education Programs, Adventure Learning Centers

Differentiators

Airwalk Adventure Learning Camp stands out by prioritizing experiential learning and outdoor exploration, focusing on immersive experiences that develop essential life skills in adventurous settings.

[EV 01] Events

Airwalk Urban Climbing challenge

Join us for an adventurous urban exploration!

The Airwalk Urban Climbing Challenge offers an exhilarating urban adventure, testing participants’ agility, strength, and problem-solving skills as they navigate through a series of urban obstacles and structures. With a mission to empower self-expression and community building, this event promotes the joy and achievements of sports while cultivating healthy lifestyles and team spirit.

New Mission-Focus

Airwalk Urban Climbing challenge reinforces our mission of empowering people to express themselves, build community, and embrace adventure, discovering their potential by encouraging people to actively participate and enjoy the fun and achievements of sports.

Similarity

Urban Adventure Race, City Trail Run

Differentiators

Airwalk Urban Climbing Challenge stands out through its focus on innovation and diversity, introducing unique sports projects like urban rock climbing to provide participants with novel challenges and surprises.

[EV 02] Events

Airwalk Sports Competition

Experience the thrill of competition.

Airwalk Sport Competition is a dynamic event fueling the competitive spirit. It provides a platform for sports enthusiasts to showcase their skills and passion, encouraging them to excel in various disciplines like basketball and football. This fosters team spirit and personal growth, promoting healthy lifestyles.

New Mission-Focus

Airwalk Sport Competition reinforces our mission of empowering people to express themselves, build community, and embrace adventure, discovering their potential by encouraging people to be brave in challenges, pursue excellence, and achieve personal growth and development.

Similarity

X Games, Red Bull Rampage

Differentiators

Airwalk Sport Competition stands out for its innovative approach and diverse offerings. Introducing unique challenges like urban climbing provides participants with distinct experiences. Emphasizing diversified sports development and active participation, it enables youth to relish the thrill of sports.

[CO 01] Co-branding opportunities

Airwalk x Nike

Redefining athleticism through innovation and empowerment.

The Airwalk x Nike collaboration merges athleticism and innovation, empowering individuals to excel in fitness pursuits. Leveraging Nike’s expertise, Airwalk introduces cutting-edge gear to elevate performance and inspire growth. Beyond sportswear, it symbolizes empowerment, urging individuals to explore potential and redefine boundaries.

New Mission-Focus

Airwalk x Nike reinforces our mission of empowering people to express themselves, build community, and embrace adventure, discovering their potential by encouraging people to explore their physical potential and redefine their fitness boundaries.

Similarity

Supreme x Damien Hirst, Nike x Virgil Abloh

Differentiators

Airwalk x Nike uniquely prioritizes athletic performance and personal growth, transcending sportswear. It catalyzes empowerment and self-discovery, urging individuals to unlock their full potential.

[CO 02] Co-branding opportunities

Airwalk x UNESCO

Foster cross-cultural creativity and collaboration.

Airwalk x UNESCO collaboration enriches cultural experiences and fosters global cooperation. By partnering with UNESCO and cultural institutions, innovative projects create platforms for creative exchange worldwide. This unique partnership promotes cultural collaboration, inspiring creativity and innovation among individuals.

New Mission-Focus

Airwalk x UNESCO reinforces our mission of empowering people to express themselves, build community, and embrace adventure, discovering their potential by promoting collaboration between different cultures and inspiring people’s creativity and innovation.

Similarity

Nike x OFF-WHITE, Adidas x Pharrell Williams

Differentiators

Airwalk x UNESCO stands out through its focus on cross-cultural creative exchange, partnering with esteemed institutions like UNESCO to provide vibrant cultural experiences, fostering collaboration and creativity across diverse backgrounds.

[CO 03] Co-branding opportunities

Airwalk x The North Face

Experience urban exploration like never before.

Airwalk’s collaboration with outdoor giant The North Face introduces a new era of urban exploration. By merging Airwalk’s expressive ethos with The North Face’s outdoor expertise, this partnership redefines fashion and adventure. Reinforcing their mission, Airwalk x The North Face encourages self-expression and risk-taking, empowering individuals to discover their potential through urban exploration.

New Mission-Focus

Airwalk x The North Face reinforces our mission of empowering people to express themselves, build community, and embrace adventure, discovering their potential by promoting self-expression and risk-taking among people.

Similarity

Vans x The North Face , Converse x The North Face

Differentiators

It combines a focus on urban adventure and innovative design, emphasizing its response to the personalized needs of consumers.

22 YUMO WANG// 05029009 // MODULE 2 // GR604: NATURE OF IDENTITY

FUTURE EXTENSIONS

This chapter selects and visualizes 9 of the 18 ideas listed in the previous chapter in the categories of products, services, environments, experiences, educational opportunities, events, and co-branding collaborations.

A male staff member is helping a female customer customize sneakers.

AIRWALK CUSTOMIZED LAB

[SE 01] Services

A male employee demonstrates how to screen print a graphic on a T-shirt.

New Mission-Focus

Two guests are signing in.

Similarity

Nike By You, Adidas miadidas

Differentiators

A young man is dancing in the street square.

AIRWALK STREET SQUARE

[EN 02] Environments

Airwalk Street Square is a vibrant cultural hub where creativity thrives and selfexpression flourishes. From captivating graffiti art to lively street music performances and bustling craft markets, our square offers a diverse range of cultural activities and art displays. It’s a dynamic space where individuals can boldly showcase their talents, fostering a sense of community and adventure.

A man is playing the violin in the street square.

New Mission-Focus

An artist is painting graffiti on a street wall.

Similarity

Williamsburg Street Art, Camden Market

Differentiators

A young girl is challenged to cross a jungle suspension bridge alone.

AIRWALK ADVENTURE CHALLENGE

[EV 01] Events

A group of female teenagers compete in an obstacle course crawl.

New Mission-Focus

A woman has completed a hiking challenge and is about to reach the finish line.

Similarity

Urban Adventure Race, City Trail Run

Differentiators

The tutor at the adventure learning camp is teaching the mechanics of cars.

AIRWALK ADVENTURE LEARNING CAMP

[ED 02] Educational opportunities

Three little adventurers are learning how to tie knots with rope.

New Mission-Focus

The tutor of the adventure learning training camp provides safety education with humor.

Similarity

Outdoor Education Programs, Adventure Learning Centers

Differentiators

Airwalk Adventure Learning Camp stands out by prioritizing experiential learning and outdoor exploration, focusing on immersive experiences that develop essential life skills in adventurous settings.

A father is looking at a map with his daughter.

AIRWALK ADVENTURE GUIDE

[SE 02] Services

Everyone is making preparations for the adventure.

New Mission-Focus

The guide took the tourists to discover some wild animals.

Similarity

REI Adventures, Adventure.com

Differentiators

This is the immersive experience scene of the Airwalk Adventure Experience Zone.

AIRWALK ADVENTURE EXPERIENCE

ZONE

[EN 03] Environments

Tourists are immersed in our adventure games.

New Mission-Focus

Similarity

Adventure Parks, Indoor Adventure Centers

Differentiators

teenagers are playing happily in our indoor experience zone.

Two

A security guard is guarding the safety of a guest.

AIRWALK URBAN CLIMBING CHALLENGE

[EV 01] Events

A little boy is enjoying our climbing wall.

New Mission-Focus

A man is trying to climb to the top.

Similarity

Urban Adventure Race, City Trail Run

Differentiators

Two children are resting and watching a football match.

AIRWALK SPORTS COMPETITION

[EV 02] Events

Two little boys are practicing football.

New Mission-Focus

A youth group running competition is taking place on the playground.

Similarity

X Games, Red Bull Rampage

Differentiators

A male staff is waiting for the arrival of customers on the street.

AIRWALK X THE NORTH FACE

[CO 03] Co-branding opportunities

One man is challenging himself with backpacking trip.

New Mission-Focus

A female staff member is taking photos for an outdoor event.

Similarity

Vans x The North Face , Converse x The North Face

Differentiators

It combines a focus on urban adventure and innovative design, emphasizing its response to the personalized needs of consumers.

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