AIRWALK, VANS SEEK TO TAP EXTREME SPORTS SEGMENT: SHOES AIM AT `BAGGY PANTS AND SURF CLOTHES' CROWD

Shoe marketers Airwalk and Vans are following different marketing paths with the same aim: to tap into the hot extreme sports segment of the youth culture. Airwalk, tripling its TV budget this year, is trying to broaden its appeal via a fall campaign -- themed "Airwalk: The Musical" -- that will bridge the extreme sports and fashion segments. Vans, on the other hand, will speak in campaigns planned for spring and fall exclusively to extreme sports athletes. The fall ads will continue to use the "Team Vans" theme introduced last year. "The fastest growing sports are in extreme sports, and our target market, some 78 million strong, plays them," said Jay Wilson, Vans' VP-marketing. "Wake up, America. They're here, and they're wearing baggy pants and surf clothes." Whose shoes they're wearing is a question that sets the stage for the marketing battle between Vans and Airwalk. 10-YEAR POSITIONING "The question facing everyone in this industry is who's going to capture the imagination of the youth culture over the next 10 years," said Greg Woodman, Airwalk's VP-marketing. "We think Airwalk is best positioned to be that brand." Airwalk's 1997 sales were $240 million, up 11.6% over the previous year, according to Sporting Goods Intelligence. Vans' 1997 sales were $159 million, Mr. Wilson said, up 38.2% over '96. Each has a '98 marketing budget of about $30 million. The aggressive moves by Airwalk and Vans come as Adidas, Converse, Puma and Nike have begun targeting the extreme sports segment. But some question if the category has long-term viability. "Will the next generation stay with these sports, or will they go back to basketball or something else?" said Bob McGee, editor of Sporting Goods Intelligence. AIRWALK TV Airwalk's TV push, created by Lambesis, Del Mar, Calif., is likely to include two spots. One, featuring youths dancing and singing in the streets, will promote its casual shoes, while a second aimed at extreme sports athletes will be a "Sound of Music" spoof starring snowboarders. Airwalk will mostly buy time on cable networks MTV and ESPN, and is planning to run ads on Comedy Central's animated cult hit "South Park." Airwalk will expand its print buy this year for its extreme sports products, adding more mainstream pop culture titles to its usual mix of specialty magazines for mountain bikers, snowboarders and skateboarders. Vans in early March launches an integrated marketing push the company said will stake its claim as an originator of the extreme sports boom. Print ads will trace the history of skateboarding and surfing over the past four decades, and the evolution of Vans' product line over the past 30 years. TV spots will highlight surfers and skaters who are legends to the sports' devotees. Those ads carry a new tag, "The soul remains the same." 2 NEW MARKETS FOR VANS Vans is also going after two new markets. Next week, Vans will run its first ad targeting kids, on cable TV's Nickelodeon. In the fall, Vans will use print ads to target young girls. Vans' agencies are McElroy Communications, Newport Beach, Calif., and ONEighty, Santa Monica, handling the girls effort.

AIRWALK, VANS SEEK TO TAP EXTREME SPORTS SEGMENT: SHOES AIM AT `BAGGY PANTS AND SURF CLOTHES' CROWD

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