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.
Brand Timeline
Brand Timeline
Mann’s 11 year old son challenges him to make a better skateboarding sneaker.
Airwalks are available
in over 100 styles and sold globally as trends
to dress in a Cali style spread worldwide.
Sales top at $20 million
Mann is replaced as
president of Items
International by Lee
Smith.
Airwalk records an all time high $200 million
in sales.
Airwalk is purchased by
Sunrise Capital Partners
and is moved to Denver
Colorado.
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, named after Tony Hawk’s move, is launched by Items International, selling primarily in California Surf and Skate Shops.
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 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.
1990
Re-Design Process
Round 1 Sketches
The first round of logo sketches embraces the essence of a skateboarder discovered by watching skateboarding videos, speaking with skateboarders,nand reading articles about what it means to be a skater. The 3 directions are
based off brainstorming of words that connected to the skateboarding community. The 3 keywords are: Rebellious, Community, and Adventurous. Of these keywords 3 “camps” or directions were developed to generate logo sketches: Urban Adventure, Modern Punk, and the Skater Aesthetic.
Round 2 Sketches
The 2nd round of sketches focuses on geometric letters and trying to synthesize the soul of the brand into a visual expression of the brand name. The best iterations of logos from the 1st round of sketching are refined into
more uplifting and positive feeling logos with a touch of rebellion. It was important to let go of the W, and focused on the A for Airwalk.
Round 3 Sketches
The third round of sketches takes us to more refinement and larger drawings.
Once a refined drawing is developed it is taken to the computer for fine details and color studies. The focus this round was to find 3 of the best iterations to sit in the running for the final logo.These sketches are inspired by the modern punk idealogy and the anarchy symbol. These sketches embody the idea of rebellion and breaking away from the norm.
Round 4 Refinement
Theses sketches are inspired by the the anarchy symbol. In order to not be too representative of the actual symbol the shapes are broken down and abstracted. The word-mark was created in shapes that mimic the logo.
Our New Identity
Our new logo harkens back to the triangular shape of the original Airwalk logo’s A. In the spirit of rebellion and Airwalk’s community of non-conformity, we used the anarchy symbol as an inspiration for the shape of the A inside the triangle. The letters in the word mark are built off the shape and dimensions of the triangle.
These diagrams show the size relationships of the different parts of the brand signature. x is equal to the height and width of R in AIRWALK. The X measurements show the distance between each element of each brand signature. The above diagram show the breakdown of the logo into parts.
Brand Chart
Experiences
EXP-01 Airwalk Adopt a Buddy
EXP-02 Airwalk Build a Skatepark
EXP-03 Airwalk Community Art Project
Educational Opportunities
EDU-01 Airwalk’s Skate Class
EDU-.02 Airwalk Rebel Lecture Series
EDU-03 Airwalk’s Creative Paths
Events
EVE-01 Airwalk’s Feed the Community Event
EVE-02 Airwalk’s Let Your Voice Be Heard Event
Co-Branding Opportunity
COB-01 Juxtapose Streetwear
Products
PRO-01 Airwalk’s The Art of Rebellion Book Series
PRO-02 Airwalk Street Art App
PRO-03 Airwalk’s AR Experience
Services
SER-01 Airwalk City Streets Clean Up
SER-02 Airwalk Street Meet App
SER-03 Airwalk Scholarship and Grant Program
Environments
ENV-01 Airwalk’s Street Art Park
ENV-02 Airwalk Community Center
ENV-03 Airwalk’s Rebel Museum
PRO-01
ENV-03
ENV-01
EDU-02
EXP-03
EDU-03
SER-03
EVE-01
EVE-02
ENV-02
EDU-01
COB-01
PRO-03
PRO-02
SER-02
EXP-02
EXP-01
SER-01
Brand Extensions
PRO-01
Category: Products
Airwalk’s The Art of
Rebellion Book Series
Read about inspiring rebels.
Books about inspiring people who have made a difference in their community and who embody the skateboard culture.
MISSION-FOCUS
The Airwalk The Art of Rebellion Book Series reinforces our mission of encouraging people to rebel against the norm, embrace their communities, see the world as their canvas, and find adventure in the everyday by providing inspiration of rebellious people who have made a difference.
SIMILARITIES
Rebels at Work by Louis Kelly & Carmen Medina
DIFFERENTIATORS
Airwalk’s The Art of Rebellion book series will focus
on people who embrace the punk rock and skateboard culture and make a difference in local communities.
LINK TO
Airwalk Rebel Lecture Series
PRO-02
Category: Products
Airwalk Street Art App
​
Find art, right in your community.
An App that allows users to post and find street all around their community. Street art can be anything from graffiti, to street musicians, to skateboarders, dancers, and everything in between.
​
MISSION-FOCUS
The Airwalk Street Art App reinforces our mission of encouraging people to rebel against the norm, embrace their communities, see the world as their canvas, and find adventure in the everyday by providing a way to find and share the beauty and adventure as they experience it.
​
SIMILARITIES
Street Art Cities
​
DIFFERENTIATORS
Airwalk’s Street Art App goes beyond grafitti to include music, dance, skateboarding, and anything that users find beautiful and inspiring.
LINK TO
Airwalk Street Art Park
PRO-03
Category: Products
Airwalk’s AR Experience
​
Experience the adventure of skateboarding
at home.
​
AR experience that allows the user to experience skateboarding from a skateboarders perspective.
​
MISSION-FOCUS
The Airwalk AR Experience reinforces our mission of encouraging people to find adventure in the everyday by providing an opportunity for individuals to experience the adventure of skateboarding no matter their age or physical ability, or location.
​
SIMILARITIES
VR Skater, Sk8trakr
​
DIFFERENTIATORS
Airwalk’s AR Experience will bring the thrill to people of all ages and abilities who would not typically be able to experience skateboarding first hand.
LINK TO
Airwalk Skate Class
SER-01
Category: Services
Airwalk City Streets Clean Up
​
Help clean up your city.
An organized city clean up initiative targeting graffiti clean up and improvement as well as parks and playgrounds.
​
MISSION-FOCUS
The Airwalk City Clean Up program reinforces our mission of encouraging people to embrace their communities and see the world as their canvas by providing opportunities for communities to work
together to beautify their city and provide clean and safe environments to gather, play, and enjoy.
​
SIMILARITIES
Great American Cleanup Program,
Keep America Beautiful
​
DIFFERENTIATORS
Airwalk’s City Streets Clean Up program will not only provide the opportunity to clean up and beautify the community, but also empower the local residents by giving them the tools to make it into a space that
they want and need.
LINK TO
Airwalk Urban Community Center
Airwalk Build a Skatepark
SER-02
Category: Services
Airwalk Street Meet App
​
Find people with like interests, goals, and hobbies.
​
This app helps people find friends or even communities of like minded people. Users can post local events, meet up activities, or find groups to join. Users are link through location, interests, and goals.
​
MISSION-FOCUS
The Airwalk Find a Friend App reinforces our mission of encouraging people to rebel against the norm, embrace their communities, and find adventure in the everyday by providing opportunities for people to find
like minded people in their community to become friends with.
​
SIMILARITIES
Meetup, Friender
​
DIFFERENTIATORS
Airwalk’s Find a Friend App will be linked with the local community centers and parks to provide safe meeting places for new friends.
LINK TO
Airwalk Urban Community Center
SER-03
Category: Services
Airwalk Scholarship and
Grant Program
​
Financial support to follow your dreams.
​
This financial opportunity provides scholarships or grants to individuals who stand out in their community through self expression, non-conformity, community involvement, and their ability to think outside the box.
​
MISSION-FOCUS
The Airwalk Scholarship and Grant Program reinforces our mission of encouraging people to rebel against the norm, embrace their communities, and see the world as their canvas by providing financial aid to those who would typically be overlooked because of their rebellious and non conforming ways.
​
SIMILARITIES
College Board, UNCF, Scholarship America
​
DIFFERENTIATORS
Airwalk’s Scholarship and Grant Program will focus on an individuals ability to stand out in a crowd, express their individualism, and nonconformity.
LINK TO
Airwalk The Art of Rebellion Book Series
Airwalk Rebel Lecture Series
ENV-01
Category: Environments
Airwalk Street Art Park
​
Art right in your community.
Create a pop up street art park with art work and activities as well as community awareness activities and extreme sport showcases.
​
MISSION-FOCUS
The Airwalk Street Art Park reinforces our mission of encouraging people to rebel against the norm, embrace their communities, see the world as their canvas, and find adventure in the everyday providing inspiration and creative outlets of expression within their own community.
​
SIMILARITIES
Kotis Street Art, Artivity on the Green
​
DIFFERENTIATORS
Airwalk’s Street Art park will go beyond painting, crafts and graffiti and include street artists, musicians, dancers and skateboarders.
LINK TO
Airwalk Street Art App
ENV-02
Category: Environments
Airwalk Urban Community Center
​
Find places where you belong.
​
A place where community members can go to find like minded individuals, camaraderie, inspiration, support, and friendship.
​
MISSION-FOCUS
The Airwalk Community Center reinforces our mission of encouraging people to rebel against the norm and embrace their communities by providing a place where people can gather safely to find friendship, support, connections, and people like them.
​
SIMILARITIES
Parks and Recreation Centers, YMCA
​
DIFFERENTIATORS
Airwalk’s Community Centers will put a focus on bringing together a community of rebels and adventure seekers.
LINK TO
Airwalk Find a Friend App
ENV-03
Category: Environments
Airwalk's Rebel Museum
​
The history of rebellion.
​
This museum will tell the story of the greatest rebels in history. The museum will focus on people who stood up for their beliefs against all odds, refused to conform, and made a difference in their communities.
​
MISSION-FOCUS
The Airwalk Rebel Museum reinforces our mission of encouraging people to rebel against the norm, embrace their communities, see the world as their canvas, and find adventure in the everyday by providing opportunities for people to learn about and be inspired by rebels with a cause.
​
SIMILARITIES
International Civil Rights Center & Museum
​
DIFFERENTIATORS
Airwalk’s Rebel Museum will focus on people form
all around the world who stood up for their beliefs, rebelled against the establishment, refused to conform, and made an impact on their cause.
LINK TO
Airwalk The Art of Rebellion Book Series
Airwalk Rebel Lecture Series
EXP-01
Category: Experiences
Airwalk Adopt-A-Buddy
​
Mentor local kids from your community in need of a friend and a role model.
​
Similar to Big Brother and Big Sister programs, older teens and young adults can sign up to mentor urban kids who need some support.
​
MISSION-FOCUS
The Airwalk Adopt a Buddy program reinforces our mission of encouraging people to embrace their communities and find adventure in the everyday by supporting the kids in urban communities by giving
them support and mentors with common interests and goals.
​
SIMILARITIES
Big Brother, Big Sister
​
DIFFERENTIATORS
Airwalk’s mentor program will run out of our community center that links people who live in the same community and have interests in street art, extreme sports, music, and a rebellious edge.
LINK TO
Airwalk Urban Community Center
Airwalk FInd a Friend App
EXP-03
Category: Experiences
Airwalk Build a Skatepark
​
Bring Extreme Sports to local communities.
​
Airwalk will help communities to organize, fund raise, plan and build skate parks in abandoned lots and spaces in need of revitalization.
​
MISSION-FOCUS
The Airwalk Build a Skatepark program reinforces our mission of encouraging people to embrace their communities and see the world as their canvas by providing a place for kids to skate in a safe, fun, and legal environment.
​
SIMILARITIES
Built to Play Skatepark Grants, The Skatepark Project
​
DIFFERENTIATORS
Airwalk’s Build a Skatepark Program will help to revive the community by finding locations in urban areas that are in need of revitalization.
LINK TO
Airwalk Urban Community Center
Airwalk Skate Class
EXP-03
Category: Experiences
​
Airwalk Community Art Project
​
A Community Beautification Project.
​
This experience will bring the community together to design and create a street art mural. People from all over the community are encouraged to participate from those living on the streets to business owners, and even kids.
​
MISSION-FOCUS
The Airwalk Community Art Project reinforces our mission of encouraging people to embrace their communities, see the world as their canvas, and find adventure in the everyday by providing an outlet of community expression and togetherness through art.
​
SIMILARITIES
Colors of Connection
​
DIFFERENTIATORS
Airwalk’s Community Art Project will be designed by local artists and created by members of the local community in area that they chose.
LINK TO
Airwalk Street Art App
Airwalk Community Center
EDU-01
Category: Educational Opportunitues
Airwalk's Skate Class
​
Learn how to skate.
Skateboard clinics that teach kids and adults of all ages how to skate. Skateboards, rollers skates, and safety equipment are provided.
​
MISSION-FOCUS
The Airwalk Skate Class program reinforces our mission of encouraging people to rebel against the norm, see the world as their canvas, and find adventure in the everyday by providing an opportunity for individuals to learn how to skateboard, roller skate, or roller blade.
​
SIMILARITIES
Philadelphia Skateboard Academy
​
DIFFERENTIATORS
Airwalk’s Skate Class will have locations in communities all over the country and teach more than just skateboarding. They will teach any extreme sport on wheels.
LINK TO
Airwalk Urban Community Center
Airwalk Build a Skatepark
EDU-02
Category: Educational Opportunities
Airwalk Rebel Lecture Series
​
Find inspiration to make a difference.
​
A Lecture series where community leaders, change makers, and unique individuals share their stories of inspiration, rebellion, and how they brought about change in their communities.
​
MISSION-FOCUS
The Airwalk Rebel Lecture series reinforces our mission of encouraging people to rebel against the norm, embrace their communities, and see the world as their canvas by providing inspiration through example of people who used their voice, rebelled against injustice, and made a difference in their
local communities.
​
SIMILARITIES
TED Talks
​
DIFFERENTIATORS
Airwalk’s Rebel Lecture Series will focus on topics
that matter to people in the local communities and
on rebellious individuals.
LINK TO
Airwalk The Art of Rebellion Book Series
EDU-03
Category: Educational Opportunities
Airwalk's Creative Paths
​
Career planning and advice.
​
Classes on career planning and education to help individuals who don’t conform to societal norms find
a career doing what they love. These course help people to realize that there is more than one way to reach your goals, and you don’t always have to follow the rules to get there.
​
MISSION-FOCUS
The Airwalk Creative Paths program reinforces our mission of encouraging people to rebel against the norm, embrace their communities, see the world as their canvas, and find adventure in the everyday by providing an opportunity for individuals to learn how to find a career doing what they love, even without conforming to the rules.
​
SIMILARITIES
Career and Professional Development Courses
​
DIFFERENTIATORS
Airwalk’s Creative Paths program will focus on non-traditional jobs and roles that can be achieved without college degrees or trade school.
LINK TO
Airwalk Urban Community Centers
EVE-01
Category: Events
Airwalk Feed the Community Event
​
Feed those in need.
Events in the local community to feed those in need. These programs will be run and organized by local teens who want to make a difference in their community and raise awareness of the needs of the people in their community.
​
MISSION-FOCUS
The Airwalk Feed the Community Event reinforces our mission of encouraging people to embrace their communities and find adventure in the everyday by providing opportunities for people to come together
and take care of each other.
​
SIMILARITIES
Soup Kitchens, HOPE programs
​
DIFFERENTIATORS
Airwalk’s Feed the Community Events will empower and provide opportunity for young community members who are passionate about making a change to learn how to make a difference.
LINK TO
Airwalk Urban Community Center
EVE-02
Category: Events
Airwalk’s Let Your Voice Be
Heard Event
​
The stage is yours to express yourself.
​
This community open mic event encourages individuals to perform their music, dance, poetry or other talents, or to speak their mind up on stage.
​
MISSION-FOCUS
Airwalk’s Let Your Voice Be Heard Event reinforces our mission of encouraging people to rebel against the norm, embrace their communities, see the world as their canvas, and find adventure in the everyday by providing an opportunity for people to express their unique talents and to have their voice be heard.
​
SIMILARITIES
America’s Got Talent, Local Open Mic Events
​
DIFFERENTIATORS
Airwalk’s Let Your Voice Be Heard Event will allow anyone to have a voice, whether they are just expressing ideas or showcasing their talents.
LINK TO
Airwalk Rebel Lecture Series
Airwalk Art in the Park
COB-03
Category: Co-Branding Opportunity
Juxtapose Street Wear
​
Wear your rebellion.
​
Juxtapose Magazine features many street and avant garde/ rebellious artist. In a collaboration effort, design attire that represents the urban punk and modern adventurer aesthetic.
​
MISSION-FOCUS
The Airwalk Juxtapose Street wear Co-Branding Opportunity reinforces our mission of encouraging people to rebel against the norm, and see the world as their canvas by providing an outlet of expression through clothing designed with the rebel skater aesthetic in mind.
​
SIMILARITIES
Street Art clothing brand, Society 6
​
DIFFERENTIATORS
Airwalk’s Juxtapose street wear will feature rebellious designs and allow local artists to submit art for limited edition prints.
LINK TO
Airwalk Street Art App
Links to Books
