DC005 | How did Nike & Skateboarding become interconnected?
Anyone that knows me, knows that I'm a little partial to a bit of Nike Skatewear. I had no idea of the story behind it until #highsnobiety released this.
Full article here >> https://www.highsnobiety.com/p/nike-sb-savier-skate-shoes/?utm_source=Highsnobiety+Newsletter&utm_campaign=f368dc3d27-newsletter&utm_medium=email&utm_term=0_54b284222a-f368dc3d27-84830861&mc_cid=f368dc3d27&mc_eid=a40d9f0b21
Nike also created an in-house skateboard division. Sandy Bodecker, the division’s general manager, oversaw the company’s entrance into soccer and helped turn the sport into one of the company’s top three categories with revenue of more than $1.5 billion. Bodecker saw how skaters responded to the Air Jordan 1 and formed his strategy around producing something similar, albeit for the rigors of skateboarding.
“The DNA was there,” said Vada Manager, a former Nike executive. “It needed to be retooled and better authenticated for the community.”
The company referred to this project as the Nike Dunk SB. As opposed to releasing the shoes in mass quantities at big box stores, they instead opted to give them to skate shops in limited quantities. Almost instantly, Nike was perceived as a supporter of a tight-knit community. Both Nike and the local skate shops saw how limited quantities fanned the flames of hype. This combination didn’t birth the contemporary sneakerhead, but it pre-emptively combined all the elements we see today.