The Rise and Rise of Nike SB
In one decade Nike has become one of the most popular companies in the skateboarding scene thanks to its line of Nike SB products.
It had previously tried to enter the market in the 1990s but failed to generate much demand from skaters who did not want to associate with a mainstream brand as dominant as Nike. Instead, specialist shoe manufacturers such as Vans thrived in a scene than focused on underground culture and alternative fashion sense.
Nike re-launched their skateboarding line in 2002 with the SB moniker and shoes which were tailored to an audience that demanded well-made footwear. New models were released with typical skate-shoe features such as padded tongues, triple stitching and tougher soles.
Over time Nike SB recruited a number of high profile skaters including Paul Rodriguez, Eric Koston and Omar Salazar to represent the company and promote its clothing and footwear.
In recent years, many Nike SB shoes have become collectors’ items thanks to limited edition models or unique colour schemes. This fact one alone represents how Nike SB has entered the hearts and minds of both skateboarding enthusiasts and the mainstream society many try so desperately to avoid.