Has anyone noticed lately that Nike SBs, for some reason, are back on the feet of hypebeasts and people that don't skate? My theory is this wasn't by accident. Nike, being the savvy marketers they are, used Travis Scott and Hyped Rereleases as a lethal weapon to boost the popularity of the Nike SB.
Travis Scott released ASTROWORLD and overnight it became one of the highest grossing hip-hop albums of 2018. This success isn't new to Travis, and it isn't really surprising. He is an A-list celebrity with multiple singles peaking on the Billboard Hot 100 chart, and not to mention he's dating Kylie Jenner. However, it's what has helped create his success that is brilliant. It's his Swag, subtle greatness, and "like-ability" that makes him so relate-able to the majority of teenagers and young adults. He oozes street wear and any brand could use him as a sponsor.
Many consider the Nike SB as the sneaker that started this sneaker raffle, bot filled world we live in. The shoe is loved and praised for creating a story with every color-way. On top of that, the shoe is well regarded as one of the most comfortable Nike silhouettes. The 2000's were the beginning for the Nike SB and the end for some, as well. What started as a huge success in 2002 ended when trends shifted and more "fashionable" shoes entered the market in the late 00's. Yes, some die hard SB heads held onto their cherished pairs, but for the masses the Nike SB was old news.
Before Complex Con 2018, who had ever heard of Nike SB releases having resell? I hadn't. However, the Nike SB Diamond release not only had a resell value, but it had customers fighting just to cop a pair. And what's next? Celebrities, like Travis Scott, posting pictures wearing Nike SBs on the daily? Nike is utilizing these public figures to bring back a once iconic shoe.
And what's next? Celebrities, like Travis Scott, posting pictures wearing Nike SBs on the daily? Nike is utilizing these public figures to bring back a once iconic shoe. In the past few months celebrities like Kyrie Irving, PJ Tucker, and Tyga have been seen rocking their favorite Nike SB colorways.
2019 Travis Scott X Nike
What to expect: 2019 filled with a multitude of Nike SB colorways ranging from retros, new collabs, and celebrity endorsements. Travis Scott, however, is leading the pack for Nike SB advertisement. Some have even donned him as “SB GOD”. In my opinion, the shoe works with his personality and style. Hopefully, Nike and Travis create some new colorways and move the culture forward.
Side Note: PJ Tucker is looking for a size 13 DS Nike SB Heineken