Airwalk shoes are now exclusively at JCPenney.

The global action sports and lifestyle brand now offers its sneakers, skate shoes and sandals in 520 of the retailer’s stores and on jcp.com. And according to JCPenney, Airwalk will expand its assortment to include clothing just in time for back to school.

For Michelle Wlazlo, EVP and Chief Merchandising Officer at JCPenney, this partnership just makes sense. “There are a lot of JCPenney customers who grew up on Airwalk, and now they can reconnect with the style they love,” Wlazlo told FN in an exclusive interview. “New Airwalk customers will be thrilled to see the designs we’ve brought.”

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CREDIT: Courtesy of JCPenney

And as Wlazlo pointed out, the addition of Airwalk is part of the retailer’s overall footwear strategy. “Over the past three years, we have refined our brand portfolio, including private, national and partner brands. Airwalk is a popular action sports lifestyle brand and a unique addition to our extensive footwear portfolio.

Asked about the customer that will gravitate to the brand, Wlazlo said Airwalk is designed to appeal to the boardsports enthusiast of anyone who appreciates the urban lifestyle and So-Cal vibe. “Airwalk isn’t about specific age or gender, it’s about attitude and being yourself,” she said.

Since 1986, Airwalk, which was acquired by Authentic Brands Group (ABG) in 2014 from Payless, has been bringing its SoCal style and attitude to consumers around the world through its sneakers. The brand’s offerings include men’s and women’s apparel, footwear, accessories, including skate gear, which are available in the United States, Latin America, Europe and Asia.

And this new distribution channel breathes more life into the nostalgic brand. “This is a new comprehensive apparel and footwear plan for the brand within this channel,” added Jarrod Weber, lifestyle group president and chief brand officer at ABG. “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.”


Airwalk shoes exclusively available at JCPenney

CREDIT: Courtesy of JCPenney

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