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Nike Skateboarding
NIKE SKATEBOARDING, FROM PERFORMANCE SNEAKER TO ICON
NIKE SKATEBOARDING, A SKATE SHOE ABOVE ALL
It was in 1997 that the giant with the swoosh started to turn its attention to the world of skateboarding. The market was dominated by many specialist players such as DC or Globe. That made it very hard to sell skateshoes, as Nike had no standing at all with the skater community. It was in 2002 that the firm really decided to step into the world of skateboarding by creating its Nike SB line and giving us a first silhouette that, without knowing it, would become a classic of streetwearculture, the Nike Dunk Low. After a difficult launch, the SB range gradually established itself as a benchmark in the world of skateboarding. Thanks to a selective distribution focused on skate shops, and driven by designs rethought by skaters such as Danny Supa and Reese Forbes, the brand with the swoosh finally confirmed its position as leader and its legitimacy. But the model that would stand out and establish itself as the hyped sneaker of the 2000s is indeed the Nike Dunk Low.
A LEGENDARY MODEL: NIKE DUNK LOW
The Nike Dunk , which celebrated its 35 years in 2020, is far from having had a conventional history. This legendary sneaker was not meant to walk the streets and the grip of skateboards but rather the courts of the NBA. Created in 1985, the Dunk was a great source of inspiration for the release of the Air Jordan 1. Eclipsed by the release of the legendary model from Jordan, this silhouette would bounce back in a completely different sector, skateboarding.
It was in the 2000s that Nike would see its model literally explode in everyone's eyes. Many skaters took up this shoe and started to wear it with pride. In a drive to innovate, Nike would adapt to the demands of this extreme discipline by offering a more functional and comfortable version. And so in 2002 the first Nike SB Dunk Low came about. Thanks to notable collaborations and influential ambassadors such as the rapper Travis Scott, this sneaker has managed to move beyond its first use to win the hearts of those who love the brand with the tick.
ICONIC NIKE SB COLLABORATIONS: OFF-WHITE, SUPREME, STUSSY
The brand fromOregon would move past the original purpose of its performance silhouette to establish itself as the lifestyle sneaker of the 2000s. Thanks to iconic collaborations around its flagship model, the Nike Dunk Low, it saw its popularity spread across the world. Among these collaborations we can mention the very successful Nike Dunk Low Off-White. The designer Virgil Abloh, then artistic director of the menswear collections at Louis Vuitton, completely rethought the shape of the pair. Taking up mythical colourways with the Chicago, or the Pine Green, the founder of the house Off-White gave us a pack of 3 colours. What sets the model apart lies in its technical approach, with the addition of an infrared drawcord running across the pair. This collaboration sold out instantly, which shows how much sneaker fans love the silhouette today. We also saw a strong collaboration with the world-famous streetwear brand Supreme. On a Nike Dunk Lowbase, 3 colourways appeared. With a metallic, shiny colourway and a mini swoosh recalling that of the Nike Air Max Jewel, this sneaker marks the merging of the performance approach with the lifestyle dimension.
There are also much older collaborations, such as the one with the Californian brand from Laguna Beach, Stussy. In 2005, Nike Skateboarding developed the concept of the “Team Manager”. It allowed 5 brands to rework 5 shoe models. Stussy , focused on board sports such as surfing and skating, decided to create a unique colourway for the Nike Dunk Low. It was Robbie Jeffers , the team manager at Stussy at the time, who handled the artistic direction for this collaboration. He then had an idea: to represent ice cream flavours. And so came the Nike Dunk Low Stussy Cherry , made up of several colours symbolising 3 classic flavours: chocolate, vanilla and strawberry. And to top it all, there is a cherry on the tongue and a waffle cone on the insole. This wild concept turned sneaker fans upside down, to the point of reaching extravagant resale prices today. Through its collaborations and iconic models such as the Nike SB Dunk Low Ben & Jerry's, the American giant has managed to turn its sports silhouette into an icon of the culture.
DUNK SB: THE SKATEBOARD VERSION OF THE NIKE DUNK
The Nike SB Dunk stands quite clearly apart from its classic version, created by Peter Moore in 1985 for men and women, with the aim of equipping the players of university basketball teams and letting students wear the emblematic colours of their schools.
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