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Gordon has a kind of relentless curiosity about the world. "I've run into trendsetters who look completely Joe Regular Guy," she went on. "I can see Joe Regular Guy at a club listening to some totally hard-core band playing, and I say to myself, ohmigod, what's that guy doing here, and that totally intrigues me, and I have to walk up to him and say, hey, you're really into this band. What's up? You know what I mean? I look at everything. If I see Joe Regular Guy sitting in a coffee shop and everyone around him has blue hair, I'm going to gravitate toward him because, hey, what's Joe Regular Guy doing in a coffee shop with people with blue hair?"
With her stable of I
"Take the whole men-wearing-makeup, the Kurt Cobain, androgynous thing," Gordon said. "You know how he used to paint his fingernails with Magic Marker? We saw that in the Northwest first, then trickling through Los Angeles and New York and Austin because they have a hip music scene. Then it trickled into other parts of the country. That took a long time to go mainstream."
Gordon's findings became the template for the Airwalk campaign. If she found new trends or ideas or concepts that were catching fire among I
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. "It's all about timing," Gordon says. "You follow the trendsetters. You see what they are doing. It takes a year to produce those shoes. By the time the year goes, if your trend is the right trend, it's going to hit those mainstream people at the right time. So if you see future technology as a trend — if you see enough trendsetters in enough cities buying things that are ergonomic in design, or shoes that are jacked up, or little Palm Pilots, and when you ask them to invent something, they're all talking about flying cars of the future — that's going to lead you to believe that within six months to a year everyone and his grandmother will be into the same thing."
Lambesis wasn't just a passive observer in this process, however. It is also the case that their ads helped to tip the ideas they were discovering among I