Nike's Dunk Low Pro SB have become soughtafter collectibles
Posted May 15 2013 7:40am
When Ted Monney opened a new skateboard Abercrombie Madrid shop in Hollywood five months ago, he decided to stock it with a surprising line of skate shoes: Nikes. More than a few of his customers chided him about carrying a corporate brand alongside sneakers from small companies like DVS, Emerica, and IPath Footwear, but Monney had the last laughNikes began flying off the shelves faster than any other shoe he sold. "Call me a sellout or whatever," Monney says. "I really don't care." Nike's famous swoosh logo isn't one MBT sandalen damen you'd expect to find in a skate shop, as skateboarders are a pretty antiestablishment bunch. And in fact, Nike failed miserably in its first attempt to tackle the market seven years ago, when poorly designed shoes and a glitzy, massmarket ad campaign resulted in a line that was pulled after just one year. But thanks to the painful lessons it learned from that earlier effort, the $11 billion company has found that when it comes to marketing its threeyearold Nike Skateboarding brand, the trick is to not behave like an $11 billion company. Its marketshare numbers are purposefully paltryless than 5 percent of the $1 billion skateshoe businessbecause, for now, Nike is focused not on volume but on cachet. Limitededition versions of Nike's Dunk Low Pro SB have become soughtafter collectibles and are currently the fastestselling skate shoes in the country. As a result, even the most gorras New Era baratas independentminded skate shops want to carry Nikes for one simple reason: "The shoes have huge margins," Monney says.