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Worthy of being the most influential sports brand, Nike has successfully brought the Dunk SB, which had faded out of everyone’s sight, back to the top in just one year in 2020, and has become the hottest sneaker at the moment.
In 2019, I had already anticipated the Dunk craze in 2020, and sorted out the historical context of Dunk for you, you can review it.
Recently, Nike, as a brand, has come out to tell us the story of the Dunk SB shoes and has launched a documentary called “The Story of Dunk”. This documentary is divided into 6 episodes, of which the first episode “Origins” and the second episode “Pro B to SB” have officially been released.
As the title Originals implies, the film tells us the origin of Dunk SB and how Dunk SB went from being a basketball shoe to a skateboard shoe that is popular all over the world.
The 1980s and 1990s were the heyday of the development of basketball in the United States, and college basketball at that time became one of the most anticipated events. You can still see the influence of the NCAA today, so you can imagine the status of this event.
Smart Nike began planning to combine this influential event with its own sneakers. How could it create a chemical reaction between college events and sneakers to produce an effect of 1+1>2?
Nike cleverly added the theme colors of each team to the Dunk to highlight the identity of the home team and strengthen the identity of the shoes. Although it seems to be a common operation today, it was rare at the time. Most basketball shoes in the 1980s were made of black and white.
At the same time, Nike also added a particularly loud slogan “BE TRUE TO YOUR SCHOOL” for this.
In addition to the success of the marketing strategy, Dunk itself is impeccable. The shoe shape is a combination of Nike’s three most popular sneakers, namely Nike Legend High, Nike Terminator High and Air Jordan 1.
Jeff Staple, the owner of Staple Design, said in an interview: “The only way to get close to my favorite idol is to wear the same Dunk as them.”
Having said that, even such an excellent Dunk cannot cover up the brilliance of the Air Jordan series. As the combat boots of the god of basketball, the Air Jordan series almost dominates the entire basketball shoe market. It is indeed difficult for Dunk, which is suppressed by Air Jordan 1, to shine again.
At this time, basketball shoes Dunk was unexpectedly favored by skateboarders, because Dunk has all the characteristics of skateboard shoes, flat soles and grip.
Unintentionally planting willows and willows have shades, and Dunk began another legendary journey of its own, shining again as a skateboard shoe.
From the title of the next episode “Pro B to SB”, we can probably guess the content. Before the birth of Dunk SB, the Dunk series existed for a period of time in the form of Pro B, and this episode should be about the story of Pro B.
This is also a part that I am very interested in, because when I was sorting out the history of Dunk before, I found that there was very little information about Pro B. I hope to see more unknown stories in the documentary.
If you are also a friend who is interested in the history and stories of sneakers, then don’t miss this six-part series of “The Story of Dunk”. I believe that the remaining episodes will arrive as scheduled soon~
