SP17 Dunk Journey was kicked off with Ishod Wair's Dunk. Car inspired colourway. Launched on 02.02 in DTC (480 units) & speciality network (1200 units).
The Retail Brand campaign went on air in 24 doors. With window takeovers in speciality stores, Snowbeach (see background picture) and Zeropolis.
Reese Denim launched 23.02. Sean Malto Dunk Elite Low launched on 03.03, with a limited 250 pairs. Elite Low launched 09.03. The Reese and Malto releases and sell through are beginning to re-ignite the sneaker heat in SB.
Reese Dunks and Malto Dunk's and Dunk Elite's were seeded to culminate with the Paris-London event.
The organic push on product and video content (released by Thrasher & Nike YouTube) received plenty of positive feedback and attention. Ishod Dunk email reached an audience of 566,250; Reese Dunk reached 925,419; Malto Dunk reached 580,318; and Dunk Low Elite reached 492,894.
Sean Malto kicks off the Nike SB Elite Squad video series.
The Paris-London event commenced with a visit to the Hoops Factory. Here the team went through basketball boot camp, directed by 3 members of the Hoops Factory. This event included members of Club58, which consists of our key retailers and influencers that strengthen NikeSB presence in key skate communities.
Film choreographer Snoopy, made an appearance at Bay66 to capture a unique edit for the Dunk Wear Test.
The successful event, was made possible largely with the help of Julien Lacor, Bertrand Trichet, the SB team and all of Club58 that consistently showed their enthusiasm from start to finish.
"The motivation and energy through-out the Paris-London was on top" (Julien Lacor 2017).