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How does the writer consider the rhetorical situation when crafting their message, and how do the writer's choices reflect both the constraints and available means of persuasion.

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Airwalk is a textbook example of a rhetorical situation, as you will come to find Airwalk re-evaluated their audience and marketing strategies and this led to their tipping point.

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It wasn't until a decade later following the startup of the company, Airwalk, that they began to expand their audience for their shoes. They quickly transitioned from a skateboard shoe to an "alternative" lifestyle shoe. The company, before transitioning, was doing well, but not one of a nationally known company. Their next step was to fix this problem, they started a unique advertising campaign, similar to the gold box for Colombia Records. This was what would expand their audience. Targeted at not only skaters but those mountain biking, snowboarding, surfing, this was the change they were looking for and what had tipped a 13mil/year company to upwards of a 175mil/year company.

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Airwalk was a locally known company, similar to something like Hucks that's tucked behind downtown Wolfeboro, typically known solely by locals. It had a small, but devoted audience of young teens repping the "alternative" lifestyle. This devotion is admirable, but won't ever truly expand the company. "But the skaters became so devoted to the product that they would wash the shoes over and again, then drive over them in cars to break them in (pg 193)." Skating was popular at this time, especially in So Cal, but hadn't hit the charts the founders were expecting it to."Companies can continue at that level indefinitely, in a state of low-level equilibrium...(pg 194)"

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Simply put, their change in advertising had shifted the momentum for the company. "Airwalk tipped because its advertising was founded very explicitly on the principles of epidemic transmission(pg 196)." Finding a unique and unknown way to advertise paid off well for the company. You have to wonder, does finding advertising methods that are unique still pay off? The Super Bowl, for example, is one of the largest advertising opportunities, but does this truly ever generate a company a large amount of revenue in return and skyrocket a company's growth?

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Case Study from the advertising campaign team

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Case Study from the advertising campaign team

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https://lambesis.com/case-study/airwalk/