Gordon’s findings became the template for the Airwalk campaign. If she found new trends or ideas or concepts that were catching fire among Innovators around the country, the firm would plant those same concepts in the Airwalk ads they were creating. Once, for example, Gordon picked up on the fact that trendsetters were developing a sudden interest in Tibet and the Dalai Lama. The influential rap band Beastie Boys were very publicly putting money into the Free Tibet campaign, and were bringing monks on stage at their concerts to give testimonials. “The Beastie Boys pushed that through and made
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