THE MUTATION AND EVOLUTION OF AIRWALK
Airwalk, one of the first true skateboard shoe brands and the first brand I ever worked with as an Art Director, was at a turning point. The company had lost its footing in the skateboarding space and was looking to develop a new line that would reconnect with its core demographic. Working closely with the executive team and team riders, the Genetic line was born.
As Creative Director, I helped develop and visualize the Genetic brand narrative, blending dystopian aesthetics and language with unique shoe technology. The launch reestablished street credibility, generated much-needed hype and energy, and recaptured Airwalk's sales momentum.
