JCPenney now sells exclusive ’90s-inspired Airwalk sneakers with plans to expand into apparel ahead of the back-to-school season.
Launching with sneakers and sandals for men, women and kids, the skate shoe brand inked a multi-category deal with the department store retailer. Airwalk’s iconic shoes frequently appeared in alt-rock music videos and teen movies from the 90s. Now, nostalgia for the era’s skateboarding culture is fueling high demand for looks from decades past.
“We want customers to be excited about who they can become and the experiences they can have when they wear our collections,” Michelle Wlazlo, JCPenney executive vice president and chief merchandising officer, said. “Airwalk at JCPenney makes the brand’s signature SoCal spirit and fashion accessible to everyone, whether they connect with the brand through attitude or activity.”
The collection launched online and in 520 JCPenney stores in the U.S. and Puerto Rico last week, with the first drop including flip-flops and high-top and low-top sneaker styles in several prints, patterns and neutrals. Prices range from $24.99 to $69.99.
The partnership represents “a new, comprehensive apparel and footwear plan” for the Airwalk brand within the department store channel, said Jarrod Weber, president of lifestyle and chief brand officer at Airwalk parent company Authentic Brands Group (ABG). “The styles and designs will continue to pay homage to the brand’s DNA, and we are focused on building the next generation of Airwalk consumers.”
ABG, which owns brands like Lucky Brand, Eddie Bauer, Nautica, Volcom, Vince Camuto and others, completed its $2.6 billion acquisition of Reebok from former owner Adidas last month. The company is exploring new distribution for the footwear and activewear brand as well, with partners including SPARC Group, New Guards, SportChek and others.
And in another sign of ’90s brands’ renaissance, Stussy, a fellow skate- and surf-friendly label, recently sued Shein for knocking off its iconic, throwback styling.