When you think of Dunk, your first thought is probably basketball. Which is understandable. However, by the end of this journey that you’re departing on right now, your first thought would have changed...
A staggering fifteen years have passed since the SB Dunk’s collided skate world with sneaker culture. We would like you to join the journey with us, by sharing with you this summary of episodes in the Dunk story that constellated this celebration.
Produced by Nike SB and ViceSports, please take the time to click below and enjoy '15 Years of SB Dunk – Stories from Inside Out'. Liberated on March 9th to fill skaters and sneaker heads with nostalgia, curiosities and excitement, it's the documentary story of the anomaly that is, the SB Dunk, the shoe that redirected the Sneakers World forever.
As the excitement was building through teasers of the release, paired with product launches and media attention, the buzz was lit on fire with an exclusive event. Key influencers of the skate community (Club58) from two of the greatest skate cities (London & Paris) took off on an event to celebrate the past, present and future of the Nike SB Dunk.
Nike SB Dunk anniversary celebrations actually started way back in HO16, with the four Dunk Box’s that launched across the Core Specialty doors and nike.com/sneakers.
Inspired by the most beloved Nike SB shoe boxes on the last years, the four landed on the shelves from between October and December, broadly resonating with the sneaker consumer, media and athletes, in a crescendo of energy leading up to the following season. Among all great results, the proudly Pink Box Dunk became the first SB product to launch on nike.com/sneakers and immediately sell-out.
02.02 Ishod Dunk
A high point of the celebration was the launch of Ishod Dunk which was released at the beginning of February. Ishod Dunk is too good to keep to oneself, so the product was seeded to some key skate influencers, who praised the shoe for it’s quality and performance. As a favourite among the skate community and a great performer, Ishod's personality and gestures opened the Always Fresh campaign on Nike SB Classics. Beside traditional media, the campaign took over 24 retail doors in Europe (see NTL, Snowbeach and Zeropolis examples) and the entire skateboarding social media landscape through his product and a truly inspirational video part for Thrasher Magazine.