Some shoe companies still see good oportunities ahead. A critical item for retailers that is underemphasised is their ability to select the right products to put on the shelves. Feet appears to do an adequate, but not great job. A little improvement here could improve profits.
AIRWALK -- Moving To the Next Level; AIRWALK
Seeks Global Growth Opportunity in a Strategic Partnership
ÿÿÿÿBusiness Editors
ÿÿÿÿALTOONA, Pa.--(BUSINESS WIRE)--Jan. 13, 1998--AIRWALK, the branded division of Items International, Inc., announced this week that Merrill Lynch has been retained as a financial advisor to assist in the search for an appropriate strategic partner or buyer to
further expand the AIRWALK brand to its full global potential.
ÿÿÿÿ
In response to rapid growth and future expansion possibilities, AIRWALK is
preparing to maximize the opportunities that lie ahead in the global youth consumer
products market. AIRWALK has broadly positioned the brand as a youth lifestyle brand,
embracing all aspects of youth culture including sport, style and entertainment. The
company believes that this broad positioning of the brand offers the opportunity for
AIRWALK to become the premier youth lifestyle brand worldwide. "We are ready to
move the AIRWALK brand to the next level. The market is ripe for the expansion of the
brand AIRWALK. Our positioning as a youth lifestyle brand is right on target," states
AIRWALK's CEO and Founder, George Yohn.
ÿÿÿÿ
AIRWALK, which began as a brand in 1986, has successfully established itself as
the 12th coolest brand of all brands as voted by teens(1). The company which made its
entry into the footwear market as a skateboarding brand, now provides its target of 8-24
year olds
with a full line of casual, active casual, skateboarding, Mt. Biking and BMX footwear, along with a snowboarding line including boots, boards, bindings, technical outerwear and accessories. AIRWALK has begun to further capitalize on its brand strength by expanding into licensing agreements including apparel and accessories. AIRWALK, the 1996
Footwear Marketer of the Year(2) utilizes a global formula of aggressive TV, print and
outdoor advertising, localized grass roots marketing, event promotions, in-store displays, concept shops and a web site to promote the brand directly to youth.
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The footwear market has been experiencing a youth fashion shift away from
traditional white athletic styling in exchange for the innovative styling that AIRWALK
provides. AIRWALK, which has distribution in over 40 countries through direct sales
and distributor relationships, seeks to utilize all investment opportunities to take
advantage of its brand positioning amidst these market changes on a global basis.
ÿÿÿÿ1 As reported by Teenage Research Unlimited (TRU), Fall 1997
ÿÿÿÿ2 As voted by Footwear News, Footwear Distributors and Retailers of America and
Footwear Industries of America |
