There are two explanations for why this strategy was so successful. The first is obvious. Lambesis was picking on various, very contagious, trends while they were still in their infancy. By the time their new ad campaign and the shoes to go along with it were ready, that trend (with luck) would just be hitting the mainstream. Lambesis, in other words, was piggy-backing on social epidemics, associating Airwalk with each new trend wave that swept through youth culture.
