New Vice Documentary Showcases Iconic Skater Kicks, The Nike SB Dunk

With Nike’s 15 Years of SB Dunk campaign underway, Vice Sports joins in the celebration, with a documentary detailing their place in skateboarding.

Mar 30, 2017

With Nike’s 15 Years of SB Dunk campaign underway, Vice Sports joins in the celebration, releasing an in-depth documentary that details the kick and its place in skateboarding.

It’s time to celebrate Nike’s SB Dunk

The SB Dunk is another success story for Nike, but it didn’t come easy, as the brand had previously (and unsuccessfully) tried to enter the skateboarding industry with the Air Choad – but it might have failed ‘cause of that name, as nobody wants to have “choads” on their feet, right?

Now, 15 years after its initial release, VICE Sport is winding back the clock to celebrate the shoes, along with reliving some of the best SB Dunk moments.

What makes a Dunk guy?

Nowadays, the “sneakerhead” culture can be found in all walks of life, but in 2002 – when the SB Dunk first hit the market – it was a niche subculture that was only seen in Los Angeles, New York, London and Japan (along with the Internet, too, of course).

It was that subculture that helped kick off the SB Dunk – which, hence the name, was originally designed for basketball – and make the Eighties-esque high-top an icon in skateboarding and also the “sneakerhead” culture.

Since it was one of Nike SB’s very first partners, VICE Magazine was there from the beginning, which is one reason why this documentary was produced. The short film has the unique opportunity to look into the intersection of “sneakerhead” collectors and the skate community.

While the SB Dunk is now an icon, it’s easy to forget that it’s still a skate shoe, which is still rocked by guys like Theotis Beasely, Sean Malto and Ishod Wair. But it was riders like Richard Mulder, Reese Forbes and Danny Supa that helped determined the SB Dunk’s look and feel, done in partnership with Nike’s skate design team.

Then, there were the sneakerheads, which only helped cement its place in popular culture. Thanks to the “gotta have them all” mentality of Japanese collectors, sneaker-specific boutiques soon opened, which led to region-specific releases – and that’s how the sneaker culture was finally established.

So, check out the inside story of the SB Dunk’s first 15 years, which has input from shop owners, collaborators, and skateboarders, all who helped make the SB Dunk a legend.

Mar 30, 2017