Nike SB: How Nike Conquered The Skateboarding Industry

Nike SB: How Nike Conquered The Skateboarding Industry


100 thoughts on “Nike SB: How Nike Conquered The Skateboarding Industry”

  1. Okay how the hell do you make a video that talks about skating and mispronounce éS, I’m not hating or anything I’m just like come on, it’s one of the coolest brands out there. 😭

  2. Early 2000's i just entered the military and dunks was the shoe of choice for me and all my friends. They where cheaper then AF1's and there were more colorways as well! It's just a fly shoe to have!

  3. great video. much better than the vans one. love the content. coming from a skater. can't wait for the staple pigeon video if it hasn't been released yet. keep doing what you're doing. it's working!

  4. I prefer dunks over jordans anytime. Too bad they are soooooo hard to come buy. If they are available, my 3rd world salary would not afford it.

  5. I have new Nike SB for sale from the 70s with original box and a book where they in.
    Who like to buy them?
    It's a collectors item.

  6. Fuck Nike SB. They said they’d never be sold outside of a skate shop, then they broke their promise. Then once they broke their promise they gave big box athletic store special deals they wouldn’t give skate shops. They killed skate shops with their predatory business tactics. They made the skateboarding industry a lame corporate landscape of soda and jock companies. Then the hypebeasts that don’t skate or care about skateboarding just make them even cornier.

  7. Great video! But you need to change the image of Peter Moore. The image you use in the video is Peter Moore (from the gaming industry EA and Xbox). Watch ESPN's 30 for 30 "Sole Man" here they interview the real Peter Moore who designed the Jordan 1 & 2 before Tinker took over.

  8. Bruh this info is exhaustive, thank you for the break down, classic stuff. I got 245 just Nike Dunks but still looking for a couple grails you showed here

  9. I never skated the SB but copped a free pair of Jordans. They were terrible to break in
    I loved the Chukka Lows, the Hermans, PJ Ladds. Anything minimal with decent protection but good board feel.

  10. Nice research but a huge factor in the distrust for nike and other big corp brands in skateboarding was the potential that they might pull out of the skateboarding scene if it became unpopular again. Skateboarding has had its ups and downs in the mainstream. That has caused both the hardware and softgoods sales to fluctuate, which have made certin big brands (adidas, nike 6.0 and even sketchers) dip in and out of the market leaving some well regarded skaters out of employment. I would argue that alot of the succsess that nike and adidas has had to do with their legacy riders and their further employment as you sorta suggested. Adidas still support and employ people like Mark Gonzales, Scott Johnsson and Paul Shier. Nike still sponsor Ianucci and work with Supa and Moulder(to my knowledge). By still keeping these people on the team they manefacture the idea that they´re in skateboarding and supporting their riders for the long haul which smaller footwear brands havent had the same possibility to do.

  11. Skater wearing Nikes I automatically think wannabe sellout or mainstream poser, I don't care how good you are on a skateboard, it ruins your style. Period

  12. Idk man, I've used to skate nikes, and every pair I had ripped in two weeks, I think the shoes are ass, like they're Nike, a multi billion dollar company and they put so little quality in the Skate shoes, like wth

  13. they waited for skateboarding to be fail safe/guaranteed before buying in. Skaters made Nike a skate shoe before greedy Nike made shoes for skateboarders. Weak

  14. miss the days when you could find a pair of dunks on sale at a nike outlet and they kept putting them out so people could skate them. I skated 4 pairs in high school and loved the look and feel. kinda pissed at nike for the reduced availability these days it seems the only people who get to skate them are sponsored skaters.

  15. I was a student when the sb dunk was booming. I can afford to buy them,, but luckily i can get 1 sb dunk low pro.
    Now, i have money to afford the other pro one, but only they now vanished from Indonesia :/

  16. I think the quality went a long way. I had always wore eS, Fallen, or Lakai, but when the Koston 1 dropped I gave them a try. I had always questioned skating a pair of Nikes, but within the first sesh you could tell how above and beyond the development of those shoes were. They lasted a whole season of skating daily for me, I only bought another pair cause the bottom of the shoes wore through after half a year. That experience really had me hooked, I have bought nothing but Nikes since besides the occasional Vans Pro series. If I ever see EK1's I always cop them.

  17. Dude your a fucking dumbass they didn’t invent the padded toe they just turned a dunk into an accel and counted there money

  18. Nike didn't conquer the skateboarding industry by a long shot, not even today…. And skateboarding was never suddenly a mainstream sport either. In reality, the mainstream popularity of skateboarding is pretty much gone today. The hype around mainstream vert skating on TV (the stuff you'd constantly see on MTV and similar channels) and the popularity of skating games like the Tony Hawk Pro Skater series has died down a very long time ago. Skateboarding in that sense may have been popular for less than a decade, despite a lot of cities investing into skateparks to deal with street skating and to provide for 'bored youth up to no good' to enjoy themselves that way. Not to mention the last time skateboarding was a thing within movies must have been like the late 80s to early 90s too! Not saying skateboarding itself is dead or dying, not at all. There's even a bit of a real resurgence now. But most skaters today wear Vans or a variety of real skateboard shoe brands (Es, Etnies, Emerica, Vans, etc). And skaters always wore skate shoe brand shoes from the start, it's because those shoes were always better than any other type of shoe. And Nike did not invent the 'fat tongue' either, the signature 90s shoes by just about every skate shoe brand were bulky with foam padding, had air pockets, included a secret stash pocket and even had rubber panels. The bulkier the better, because it meant it took longer to wear down!!!
    Brands like Nike, Puma, Adidas, New Balance, Lakai only extremely recently began to really invest in skate shoe markets. And they're not very loved brands amongst skaters really. Most likely never will be, no matter how many 'pros' they sign on their team. Your video reminds me a lot about uninformed idiots who pretend people who were proud skaters in the 90s had an image problem because of whatever shoes they were wearing or the baggy pants they had. Times were very different then. Plenty of people wore Nikes just as their regular shoe, with other more capable shoes for skating. It's also completely false to suggest skaters always wore basketball shoes. Some possibly did, but actually the early skate shoes were MUCH better for skating and much cheaper than basketball shoes, whilst much more durable than regular sneakers. Yes, they got destroyed, but any shoe would and even today this is true. The thing is, skate shoes back then didn't cost $50 to $100. A very decent pair would be like $25 or so. Air Jordans sometimes would be even cheaper, which is why some skated those, but those were actually terrible for skating. In fact, barely anyone skated in Air Max 95 or similar, despite skate shoe brands copying parts of the design because a lot of people wore them regularly (as in, just to walk around on).
    And reinforced toes, insoles and all that are all very old inventions actually, even when it was a bit less rubber focused than it is today. "Brilliant strategy Nike's used" ?! More like spend a whole lot of money on a team of skaters that's way too big and very few core skaters actually liked or related to. Ironically the early Nike SB shoes were terrible skate shoes actually. The 'hype' Nike had going for it has always been by a very large non-skater crowd. Those lines of people you see waiting for the 'latest Nike SB' definitely didn't consist of many skaters. The video also truly lacks a proper representation of the popularity of Vans, Airwalk, Simple, Ellesse, DC, Duffs, Es, Osiris and Axions right up to this day. The first Vans shoes became a thing amongst skateboarders as early as freaking 1976 with Tony Alva and Stacey Peralta way before most skateboarding flatground tricks even existed!!!! Basically your video pretends a lot of skaters wore Reebok or Nike shoes because those shoes were hot amongst the basketball audience and theoretically could work for skating, when really people just didn't use those shoes to skate with at all. The earliest skaters used sneaker like shoes and quickly after that shoes like Vans and Etnies, until the point where bulky shoes got popular very quickly as the more durable shoe for skating and skate shoe brand evolved. That bulky fat sneaker shoe has been popular in skating way beyond the 00s and even kind of today, despite the shoes being less wide nowadays. The idea that people used running shoes or basketball shoes to skate in is laughably uninformed.

  19. funny that all the anti conformist subcultures are in themselves extremely conformist and image concious within their ranks.

    i thought it was hilarious to see olympic snowboard athletes sagging their pants in the last winter olympics, which i can only assume interferes with their proformance, because they were so drivin to conform to their subculture, while probably thinking they are making some statement.

    no, having your pants falling down and showing your underware is only ever going to make you look ridiculous no matter what your friends say. and being so obsessed with brands that your willing to camp out infront of a store all night like those iphone idiots is as confromist as it gets. your exactly what corporate america wants, conformist brand loyal zombies with the illusion of being counterculture and unique.

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