2024 NIKE SB DUNK THREAD_____GRs and QSs added

Credit to elleon28 via nsb.org
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BIP Roberts said:
Not really. If that's what a shop has to do to get Nike it's money, then Nike will endorse them doing what they have to do.

Here's how I think about it - when you are really trying to break into a market, the first thing you need is credibility - respect from the core audience that will cement your brand as something people need to take seriously. Nike had real issues with this in the skateboarding world. Focusing on locals was a way to build credibility within the community, to say this is a niche product for you guys and in line with your ideals; we are separating this from our huge corporate enterprise. As popularity grows and credibility isn't an issue any more, your main concern isn't how to convince people who like skate shoes that they should buy Nike, but how to expand your market, simplify your distribution chain, and maximize profits. Phase two is always marketing and expansion when it comes to business. At one point, Nike needed these shops more than they needed Nike. Years later, the shops need Nike more than Nike needs them.

If you compare NSB to a start up of sorts, you see the same arc. You start by gaining acceptance among your peers - credibility in the trades. Once that's achieved, companies often revamp their procedures and identities. These are just the phases of a business, for better or worse for the customers.
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This is the reason that they went in on the "support your local" campaign. SB had a tough time breaking in a first and met a lot of initial resistance, but after the P Rod sponsorship and the growing popularity, they have the green light to get back at big retailers again.

Also, CCS has been selling dunks etc for some time. no one would exactly call them a core shop haha.
 
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