The hottest SB in the shoe circle this year. The history of the unknown Nike Dunk SB series

What is the hottest series of

in 2020?

believe that most people will shout out : "S! B! S! B! S! B! " you are "S! B!", your whole family is "S! B!"

Speaking of today's booming Nike Dunk SB, you have to talk about his ancestor Nike Dunk. The direct translation of

Nike Dunk is "a pair of basketball shoes with good sticky terrain." Compared with the current sneaker technology, although Nike Dunk can be said that the technical content is extremely low, the design is super simple. But for the Nike company of the last century, this is definitely a pair of shoes that span the century.

Everyone usually regards the Nike Dunk without air cushion as the most original basic model. But the fact is. Air Force 1 is Nike's most basic sneaker.

In 1983, Nike launched the Air Force 1 (the first pair of air-cushion shoes) in order to defeat the old rival Converse, which gave them a complete victory in the market, and the stock was also rising.

But when adidas came back in 1985, the entire sports product market was in an uproar. Nike faced the most serious crisis since its establishment, and its stock price plummeted by half the same year. At this time, in order to reverse the trend, Nike made a decision that still seems to be a strong man's broken wrist. He spent a lot of money to sign the then NCAA super rookie Michael Jordan, and used Air Force One as the prototype to tailor the design for him. Nike Air Jordan One, a pair of signature shoes.

Soon, this trend ignited the basketball circle. All the top school teams have strongly requested Nike to have their own team shoes. This is exactly why Dunk appeared later. When Dunk was released that year, there were only 8 completely different colors, representing the eight top NCAA teams including the University of North Carolina, the University of Arizona and the University of Arkansas. In fact, Nike is designing Dunk with Air Jordan 1 as its prototype. Therefore, in terms of performance, Nike Dunk has an excellent grip performance and a sense of the field, which ensures that those excellent players can move lightly and stably on the court, and their performance on the court is also impeccable. Until this year, there are still many novices who confuse the Nike Dunk SB and Air Jordan 1 floors. The origin of

NIKE SB

In the 1990s, due to the popularity of the new street culture in the United States, skateboarding became the best endorsement of street culture. Nike's big mouth is not only satisfied in the common sports world, Nike intends to expand other market segments. Make the product more diversified and get involved in the hottest street X-GAME series at that time, it is the best choice.

Of course, in terms of street culture and sports brands at the time. Nike is just an ordinary second-rate brand. Nike realized that wanting to be famous in street culture requires not only good quality and top technology of sports brands, but also a huge problem in street culture about "tide" propaganda. So they decided to use the same strategy as in the basketball world, signing celebrities to endorse their street style sneakers. After that, Nike chose the most common and most popular X-GAME: SKATEBOARD (skateboard), and the Nike SB skateboard shoes named after its abbreviation SB were also produced.

NIKE DUNK SB officially appeared

At first, Nike SB was the entry point for Nike to enter the street culture. Nike signed “ZOO YORK”, the most famous skateboarding team in the United States at the time, at a “sky price” as their endorsement in street culture and skateboarding. With the promotion strategy, there is a professional high-end sports plus street market. However, there have been relatively large loopholes in market positioning. In terms of high-tech content at the time, Nike SB's products have two series of URL and E-CUE.For professional skateboarding shoes, they all use Nike's latest Zoom Air Square insole technology at the time, so that the wearer can clearly feel the shock-absorbing effect of Air.

and both series also used the latest wear-resistant materials and breathable materials at that time. But both are positioned as professional skateboarders. But in the low-end market, there is no product that can be matched. From the feedback from the market, Nike is aware of this serious problem. In the market that needs to be occupied in the field of street culture, the middle and low end are the most important consumers. In this segment of low-end street consumers, they occasionally engage in skateboarding as entertainment.

Compared with professionals, they do not need as high-tech shoes as the URL and E-CUE series. But they pay more attention to the practicality and comfort of usual wear. Speaking of this, Nike thought of succeeding in this retro AIR FORCE ONE market. I can't help but think of the dusty Nike Dunk. At the time, Nike's most prominent Air Force 1 was approaching the decline of the product life cycle. Nike Dunk, the darling of the market, has not been developed by the market at all. So naturally, Nike designers launched an improved version of Dunk to fill the low-end position of Nike in the street trend skateboarding industry, so Nike Dunk SB was born.