For Summer 2013 we here at Urban Industry have been given our first taste of Nike Skateboarding. While our bread and butter is very much Air Max 1s, Air Max 90s and Blazers, we’ve always admired the simplicity of some of the Skateboarding designs, such as the Koston and Janoski signature models. We’re happy to announce that we will be getting our first taste of these great shoes this season, along with the much-anticipated Nike Skateboarding Eric Koston 2 (check the awesome release video HERE). Due to a bit of a creative reshuffling internally at Nike, we’ve managed to have a Skateboarding account opened to us. This is mainly due to Nike’s realisation that this footwear has grown in popularity outside of the sport itself. Keen to keep core skate stores happy as well, we’ll see key Nike SB quickstrike drops kept exclusively for the skateboarding stores that have helped grow the brand. So essentially Nike are growing the brand out, but also maintaining a level of tiering on limited drops.
Personally, other than some ill-advised attempt in my teens that resulted in sprained wrists and grazed knees, I’ve never been one to skateboard. That’s not to say I haven’t worn all the clothing down through years in true imposter fashion. Whether it was that craze for ridiculously fat-tongued skate shoes, or equally audacious baggy pants, I’ve been there every step of the way. It would be daft to exclude skateboarding as a major influence on streetwear. Brands such as Supreme pretty much shape what we define as ‘street’ these days, and their continued collaborations with core skate brands such as Independent reminds us that they haven’t strayed too far from their roots. Core skaters are always going to be pissed when ‘their’ brands go mainstream, but with skate fashion so ingrained in the broader spectrum of streetwear, it comes as no surprise that big players such as Nike want to maximise exposure of their different subdivisions.
None of these skate politics can detract from the fact that signature Nike models such as the Janoski or Koston are simply great silhouettes. Simple styling, tough uppers and good cushioning all contribute to their popularity with skaters and non-skaters alike. Add to this a fairly reasonable price tag (Janoskis at £59.99 and Kostons at £62) and it’s easy to see why Nike Skateboarding is as popular as it currently is. There’ll always be the argument for the involvement of major corporations in skateboarding, but it seems that skateboarding might be its own worst enemy in that regard. What we are sure of is that this is a strong range to start from Nike, and we look forward to many more exciting drops from them in the seasons to come.