Challenge:

Very popular with the skateboard community, Airwalk wanted to broaden its marketshare without losing street-cred.

Solution (TV, Print, OOH):

With a dogmatic focus on the shoe as hero, we created fashion-forward and culturally relevant ad campaigns that boosted the brand's cool-factor and visibility. Soon celebs were wearing them, other shoemakers were ripping off Airwalk’s designs, and brands were creating ads that looked like ours.

Results:

In 3 years, sales went from $34M to $175M and the work won repeatedly at the One Show, Clios, and in Communication Arts. Most notably, our campaign’s success was immortalized in Tipping Point by Malcolm Gladwell, and in How Brands Become Icons by Douglas B. Holt.