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AIRWALK

AIRWALK. Dr. Andrew Bergstein Marketing. Airwalks Competition. One of the most visible marketing battles--the one to be on top of the athletic footware industry

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AIRWALK

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  1. AIRWALK Dr. Andrew Bergstein Marketing

  2. Airwalks Competition • One of the most visible marketing battles--the one to be on top of the athletic footware industry • Nike and Reebok account for 1/2 of the 11 billion spent on athletic shoes in the U.S.. These two giants hold 40% share of the 7 billion in sales outside the U.S.

  3. Airwalks Competition • Nike and Reebok have been successful because they have recognized that the business is no longer about selling shoes its about entertainment, style and fashion • Companies want to define themselves as cool

  4. Airwalks History • Founded in 1986 as a technical skateboard shoe • Shoe quickly became #1 in the skate industry • In 1988 they entered the snowboard boot market and the same thing happened #1 in the market • 1989 launched the casual footwear line targeting youth aged 7-25

  5. Airwalks Competition • In 1994 Airwalk was declared the next big shoe and sales tripled over the past year • 1995 they launched their first consumer brand image advertisement and sales increased 400% to 200 million • 1996 sales 300 million

  6. Airwalks image • Retailers named it top brand they wanted to add to their shelves • Growth stems from ability to connect with their target audience • Market strategy is based on sports, style and entertainment • Product features alternative looks and colors that appeal to consumers

  7. Airwalks image • T.V. and Print ads are popular with kids because of humor and attitudes they portray • They sponsor the best skateboarders, snowboarders, mountain bike riders and surfers

  8. Airwalk gets their name out • They sponsor the best skateboarders, snowboarders, mountain bike riders and surfers • Also sponsor bands such as Beastie Boys, Green Day, Pearl Jam, and REM • They also put on many events like Board Aid (Celebrity snowboarding), US Surf Open, World Skate Competition and Lollaplooza

  9. Airwalk gets their name out • Product Placement in movies, music videos, skate board camps, and fashion magazines

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