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1985:Nike was barely 10 years old at the time and basketball was rapidly becoming the sport of choice in the United States. The development teams of the American firm were therefore looking for ways to take advantage of the popularity of this sport and that same year marketed the mythical Air Jordan1 and the Nike Dunk. These two models, still today at the forefront of the scene sneakers have gone through very different paths...
If the very popular Nike Blazer, Nike Air Force 1 and Air Jordan 1, mentioned above, are the three main pillars of basketball, the Nike Dunk is not really considered as a reference model. And yet, it was originally designed to be played on the court. In 1985, Nike unveiled a well-crafted advertising campaign called Be True To Your School, in which 12 college basketball teams were featured in a package that included a Dunk and full school-colored uniforms. To name a few, players from St John's, Syracuse, Kentucky and Michigan were given official Nike gear, which basketball fans could find in a list of select shops.
Even if the Dunk did not have an immediate impact on popular culture, unlike the Air Jordan 1 which was an immediate success, the launch strategy will pay off in the years to come as retro becomes more and more popular.
Soon after its debut, the Dunk spread beyond basketball culture when the skateboarding community adopted the model as a natural fit for its technical features. Indeed, the 1985 silhouette has all the performance features for skateboarding, namely maximum lateral support, increased cushioning and special traction for pivoting with ease. For versatility and comfort, Nike introduced a padded nylon tongue between 1998 and 2000, further enhancing the shoe's appeal.
In 2002 and after studying the needs of skateboarders, the Swoosh brand introduced the Nike SBdivision, a range of products specially dedicated to this sliding sport. The brand offers Dunk shoes with cushioning and traction specially designed to meet the demands of the terrain. And what better way to showcase this new division? Exclusive releases in the names of four popular skaters: Reese Forbes, Danny Supa, Gino Lannucci and Richard Mulder have become mythical iterations of the model and therefore highly coveted by sneakers fans. But above all, how can we not mention the Nike Dunk SB Low Staple NYC Pigeon, which in 2005 was particularly talked about in the media. And this because of the riots caused during its extremely limited release in the shop of the Designer Jeff Staple who had then affixed his Pigeon logo on this iteration which remains and will remain an icon of the world of the sneakers.
With a history that straddles the basketball and skateboarding worlds, the Dunk has become more than Nike ever hoped for. More than just a benchmark in the basketball universe, the Dunk is a piece of history from the Swoosh brand that unites and energizes fashion, sports and culture sneakers.
And to keep the Dunk alive over the years, Nike is offering some much-anticipated retro releases, such as the reissue of the Be True To Your School pack on the Low model, featuring the college colorways of St. John's, Syracuse and Kentucky, Michigan and Iowa.
On the High Fashion side, we could discover in a new way, a Nike Dunk High Ambush Black White during the Fashion Week show in New-York. But other actors like Virgil Abloh have managed to take the Nike Dunk to a whole new level. One of the most successful strokes of genius from the founder of Off-Whites founder, with his"The 50" collection. The principle is simple: offer 50 variations of the Nike Dunk via an exclusive access system via the SNKRS application.
If the Swoosh brand has understood one thing, it is the importance of capitalizing on these successful colors. As evidenced by its habit of declining in version High its editions of Dunk Low successful, as the editions Syracuse or Kentucky.
It is important to note that Nike often deviates from its traditional pattern with its leather base and innovates with games of materials by combining sometimes suede, suede or other materials.
Available in men's and women's sizing, the Nike Dunk is distinguished by a unisex side and increasingly attractive prices, which are the result of the multiplication of colors of the Swoosh brand.
A strategy that does not harm the brand for the moment since the vast majority of sizes of a model are unavailable as soon as they are put online or in stores ...
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