A Skateboarding Legend

[img]http://0.tqn.com/d/sneakers/1/0/Y/B/-/-/logo-airwalk.jpg[/img]
Background Story

Let's face it. The old school designs of last decade's skate sneakers were way slicker and "screamier" compared to today's lesser extreme models. Vision�s psychedelic and electric designs were cutting serious edges back in the day, and Airwalk's chunky styling gave inspiration to sneaker brands exactly two decades later.

Airwalk was the king of skate shoes in the late 80s to early 90s, superseding Vans reign of the 70s. And with Airwalk's popularity with their Jason Lee and Enigma models, the brand soared and eventually expanded their wings into more commercial outlets. As Airwalk grew into a giant, many loyal buyers began to feel the brand's appetite to bite into a broader spectrum of consumers , including appealing to non-skateboarders, had superseded the brand's loyalty to the sport.

A new breed of sneakers had flooded the market, and skaters began to feel the workmanship that they once admired in Airwalk had become too automated, mass-produced, and no longer "skater-specific". As a result, the brand sank into oblivion.

Yet despite its bumpy history, many old school skaters today would love to see the brand make a giant comeback. However, those same skateboarders who say Airwalk soldout are now wearing shoes by commercial sneaker giants like Adidas and Nike. The same day those skaters said to themselves Airwalk became too commercial for them, they switched to Puma Suedes and Adidas Gazelles -- until Nike slammed the Dunk into the picture.

What does the future hold for a brand with some weight it can turn back to gold, but first has to re-win the support of a very wishy-washy consumer base?

Here to set the record straight and to discuss Airwalk's direction into the complicated millennium is Bruce Pettet.