Action sports was where all the, uh, “action” was in 2002. The X-Games were on fire, Tony Hawk had a video game and brash kid-athletes were hawking everything from soda to pogo-sticks. As one of the first brands of this industry, Airwalk had a strong legacy and big plans for the future.
I wrote the athlete bios for the Airwalk skate, BMX, and snowboards teams as well as the skaters for the fledgling, ultra-premium skate brand Genetic. These bios were the go-to materials for TV announcers for the X-Games and other competitions and were included in Airwalk marketing initiatives and press efforts.