Global action sports and lifestyle brand Airwalk has announced its international expansion in partnership with Eleven After Eleven, China’s leading manufacturer of street and skate brands.
Eleven After Eleven along with Authentic Brands Group (ABG), the owner of Airwalk, have signed a multi-year license agreement to design, manufacture, and distribute Airwalk apparel, outerwear, footwear and headwear throughout greater China. The partners plan to open 40 Airwalk shopping destinations throughout China, the first of which will launch in 2020.
“Airwalk has played a significant role in the action sports and streetwear culture for many years,” said Jarrod Weber, group president of lifestyle at ABG. “Launching Airwalk in China with Eleven After Eleven is a tribute to the brand’s continued impact on skate-culture and an ignition point to expand distribution in a key market with a discerning Gen Z and millennial audience who have a passion for authentic street style and look for brands that reflect their personal tastes.”
While Airwalk celebrates over 30 years of heritage in skate culture, it continues to drive passion, progression and innovation as it expands throughout China. With Eleven After Eleven’s retail experience in the market and the ability to design street and skate inspired apparel and accessories that resonate with its consumer, the brand is on a rapid growth path. To support this expansion and communicate Airwalk’s message, Eleven After Eleven has enlisted top skater, Hsiao Jhih Jie to join their China skate team while representing the brand’s apparel and footwear.
“Eleven After Eleven’s passion for the street and skate lifestyle has been integral in developing authentic streetwear in China. Our new strategic venture with Airwalk is a perfect fit for our company’s culture and the impact we have had on the streetwear industry,” added Man Leung, owner of Eleven After Eleven. “We are excited to introduce Airwalk to the next generation of streetwear consumers in China.”
The partnership was kicked off at Shanghai’s popular streetwear convention, Innersect, where an Airwalk branded suburban backyard and skate bowl showcased the first collection to fans and skaters. Most recently, Airwalk sponsored the AYO! Music Festival, China’s largest hip-hop festival, on April 6th and 7th in Chengdu. Emerging hip-hop artists, TOY and Pharaoh, performed in Airwalk apparel in front of over 30,000 attendees. Eleven After Eleven created an innovative Airwalk branded glass pop-up experience featuring iconic vintage sneakers paying tribute to Airwalk’s heritage.
Launching first on digital, the spring collection debuts at TMall.com with a complete lifestyle assortment including apparel, footwear and accessories. In 2020 the brand will become available in Airwalk retail destinations, shop-in-shops and on JD.com.