Airwalk, maker of "alternative footwear," will launch its
first "truly global" ad campaign in November, according to
ADVERTISING AGE. The campaign, created by Lambesis, L.A., will
consist of three TV spots and 30 print ads. The campaign runs
from late November until next May and will have an international
theme consistent with Airwalk's aim to sustain growth in Europe
and reach a sales goal of $100M. In the U.S., Airwalk will spend
"close to" $38M on marketing next year, with about half on media.
Airwalk has seen sales go from $16M in '93 to $200M last year.
The company expects $250M in sales in '96 and its $40M marketing
budget makes it "the fifth largest spender in the footwear
industry." Airwalk recently split operations between two
divisions: "action sports," with skate/snowboarding and biking
products; and "active casual." AD AGE's Jeff Jensen writes that
"negotiating a compromise between its fashion and sports sides
will present a significant challenge in honing a cohesive Airwalk
identity." Each division will have its own sales, marketing and
distribution staffs. Vans, Airwalk's "chief rival," recently
launched an ad effort from Vital Excess of Redding, CA, and Nike
last month "teamed" with Foot Locker for a co-op print ad for its
skateboard shoe, Air Choad (ADVERTISING AGE, 8/12 issue).
