2024.04.23

The Popular 'NIKE DUNK' Developed for Skaters – Defining the Appeal of 'NIKE SB'

Reigning supreme as the king of sneakers, 'NIKE' developed the sneaker line for skaters, known as 'NIKE Skateboarding', abbreviated as 'NIKE SB'. Popular models, including the 'DUNK', have evolved for skateboarding and attracted new fans. Katsushige Kamamoto, the representative of 'Sneaker Shop SKIT', shared the history, evolution, and appeal of 'NIKE SB'.

The Journey Began with Skaters Digging 'DUNK' out of Clearance Sales

The unprecedented sneaker boom from the 1990s to the early 2000s saw the 'NIKE DUNK' adorned in the colors of top NCAA (National Collegiate Athletic Association) teams gaining popularity in the USA.

It seems the sales were quite good, but eventually, due to the large volume of distribution, some shoes were sold at clearance sales. It was the skaters who spotted these sneakers. Kamamoto explained the origins of 'NIKE SB'.

The first collaboration model between the apparel brand 'STUSSY' and 'NIKE SB'. This design, created by Stussy's brand manager Robby Jeffers, featured a cherry on the shoe tongue – a nod to his favorite dessert, hence the nickname 'Cherry DUNK'

"As the popularity of the NCAA waned and 'NIKE DUNK' and other sneakers appeared in clearance sales, it was natural for skaters to take notice. For skaters, sneakers are consumables. DUNK utilized durable leather for the upper and added reinforcing parts in areas that are prone to damage from tricks and require support.

The notably thicker tongue compared to regular Dunks enhances cushioning. This is a detail designed for improved functionality

"The availability of Dunks at an affordable price in clearance sales naturally made them a choice for skaters. In Japan too, notable figures like Hiroshi Fujiwara have testified to wearing them while skating since the late 1980s, which ignited their popularity in Japan.

"Hiroshi Fujiwara's stories have been widely acknowledged by fans of Americana and vintage clothes, but in reality, the DUNK was not well-known as a skate shoe among real skaters and our generation.

"However, Sandy Bodecker, who launched 'NIKE SB' in 2002, knew of Dunks' past popularity among skaters and chose it for the first model of 'NIKE SB' at its inception," said Kamamoto.

The first model released by 'NIKE SB' was the 'NIKE SB DUNK Low Pro', commonly known as 'DUNK SB', which continues to be highly regarded and frequently released. Kamamoto continued.

The 'DUNK SB' released in 2002 as the 'Danny Supa' model. At that time, various colors were introduced as skaters suggested them

"In the USA, signature colors of popular skaters such as Reese Forbes, Gino Iannucci, and Danny Supa covered the 'DUNK SB' released at the time. Since these 'DUNK SB' were not released in Japan, they now hold high rarity value," said Kamamoto.

The High Functionality Directly Related to Comfort is Also a Reason for the Popularity of 'NIKE SB'

'NIKE SB' was explosively popular in Japan, but in the USA, the sales did not quite meet the hefty promotional costs despite having set up a team for promotion.

'DUNK SB' has seen various models. Here is the 'Red Hemp' model made entirely of hemp material

Thus, by keeping the production numbers low, they inadvertently became a popular line. In Japan, as these models were not deployed in the US, the competition to get these unreleased models naturally became fierce.

The DUNK SB 'CALIFORNIA' model officially adopts the colors of the California state flag adopted in 1911. The brown on the sides represents the now-extinct 'California Grizzly' depicted on the flag

Kamamoto explains, "'NIKE SB' not only featured 'DUNK SB'. Other skate-specific models such as 'Zoom Air URL' and 'Zoom Air Angus' were also introduced. And these were not only popular among skaters. Sneaker enthusiasts who didn't skateboard also chased after these sneakers, leading to their explosive popularity."