What Do You Think Of The Return Of Nike SB Dunk?

I believe you should feel it too. From the very beginning of 2018,

There have already been some signs of launching some new works for SB Dunk, such as the earlier "black Dove", the MEDICOM TOY joint name, the Diamond Supply Co. joint name, and the recent "Purple lobster" and the new "Panda" and "Staple" introduced by Staple.

These can be said to be the important joint objects that SB Dunk has been once loved by people.

The market standards may not be a particularly hot style, but you must feel that...

The recent CONCEPTS, "Purple lobster" has been outstanding. Its price has risen by 500 to 1000 yuan just after a week or so. Many people feel "puzzled".

According to the world clothing shoes and hats net, the Staple Pigeon x Nike SB Dunk Low newly released "Panda" sold on these two days, after Jeff Staple "Amway" and its own theme character, both popularity and price have reached a new height. The first opening platform NTWRK App is forced to cancel the sale temporarily because of the attack of "robbing robot shoes", while the number of lots in the Shanghai shop is up to 1500.

It is precisely because of the constant release of new works and the recent growth of topics that "SB Dunk is about to return".

This pair of shoes was once a generation's memory.

But what is important is that in the current market environment, SB Dunk really wants to return to its once brilliant position. Just by Nike's strategy, it may not be as simple as everyone said.

What does Sneakerhead think about the return of SB Dunk?

Speaking of this question, I found two Sneakerhead and asked them a few questions about SB Dunk regression.

One of them has gone through the glorious period of SB Dunk and has loved him for many years, while the other is the senior toe of the younger generation. After passing through two conversations with different roles of different times and cultural environment, we may be able to get some answers from them.

VKD

SB Dunk enthusiasts

In your opinion, what is special about SB Dunk compared with other shoes? After all, it is a shoe with a deep cultural background.

VKD: what's special is that it's a skateboard sport.

Compared with other shoes, sneakers are more niche, and the street sense is thicker.

If Nike really wants SB Dunk to "return", what do you think?

VKD: there must be two sides.

The good thing is that more new generation of sneakers will get to know this "veteran". Maybe in the Nike plan, we can bring some new color design to us.

And the bad side is that because shoes are more concerned, the price of older designs may rise, and the cost of purchase will increase.

For many people, SB Dunk is a "pure land" in the sneaker culture, which keeps the cultural part better. Do you think it will become a victim of "speculation" and "commercialization" to cater for consumers and the market?

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VKD: it is unquestionable to cater for consumers.

In the golden age, those colorful designs are also designed to cater for consumers. Only with the change of the whole environment, what consumers pursue is different.

At the time, the emergence of SB Dunk not only made up for the vacancies in Nike skateboard shoes, but also used resources to give lovers, shops and artists different themes in their cooperation, such as a child having many ideas and realized.

At the present stage, it is hard to have the courage to create. Sometimes you think you want to revive, but you find it is the peak.

Nike wants to raise the same trend of SB Dunk again. What are the difficulties?

VKD: as mentioned above, for example, the height before is too high, and SB Dunk is itself a niche culture. If the public accepts that the price will rise rapidly after the sale, the index of the paper data will be completed, but those skaters who really love the skateboard culture plan will not choose them any more.

I think that way, the shoes and their own culture and soul may be gone.

Delayer

Senior sports shoes enthusiasts

In your opinion, what is special about SB Dunk compared with other shoes? After all, it is a shoe with a deep cultural background.

Delayer:SB Dunk in my opinion why in many senior Sneakerhead eyes, there is a special significance, because the experience of the old environment, then the whole domestic sports shoes market is not too big and impetuous, in quantity and quality are not too much signs of flooding and impurities, and the gradual convergence of street culture, everything seems very fresh, can represent a pure atmosphere in the age of shoes and friends, the difference between the atmosphere, and now over commercialized operation of the shoes market has become increasingly sharp contrast, it is inevitable that everyone will particularly "think of that year", if the use of popular words to describe, is real?

If Nike really wants SB Dunk to "return", what do you think?

Delayer: if the meaning of "return" is equal to "hot", with the current commercial operation and the developed way of pmission, I think that no shoes or series can not be "made fire". In particular, it should be said that "return" to what degree may be described more accurately, but I think it is hard to return to that pure era.

Even if it is "hot", it is not the feeling that the players are longing for. After all, the times are different. Many times, the meaning of something in some era can not be duplicated. If it can be duplicated, it means that this kind of meaning will not be too deep.

For many people, SB Dunk is a "pure land" in the sneaker culture, which keeps the cultural part better. Do you think it will become a victim of "speculation" and "commercialization" to cater for consumers and the market?

Delayer: there is no absolute objective answer. If you sell it in your eyes, it will only pollute the shoes culture. Now, there is actually nothing that is not a victim. It is a hard nut to crack view. Even in the old days, this phenomenon has already existed.

"Victims" may be established for the players who have the feeling of playing sports shoes, and the reason that "things are scarce and expensive" and "do not want to have the same mark with other people" may be the reason for the conflict.

Nike wants to raise the same trend of SB Dunk again. What are the difficulties?

Delayer: just like what I said just now, it may not be able to return to the style of the year. After all, the times are different. The commercial operation has made the street culture bubble too serious.

If you say that a short wave will be launched, it should be possible, but there is no particular difficulty. Perhaps the biggest difficulty is to let the tide withstand the test of time. But you can see what you think is right now.

Nike how to create a new sneaker culture through SB Dunk is probably the key.

Take the two points mentioned above and put aside the importance of innovation. Nike, who has a lot of classics, wants to make use of them to remain dominant in today's competitive footwear market. It is still not difficult. For example, we are familiar with the Air Jordan series, Air Max, Air Force, and the value of SB Dunk that we are talking about today.

Because these shoes can be praised by Sneakerhead as a classic, besides their own design and story, the sneaker culture formed by its own divergence is also the most critical factor.

You know that in the era when SB Dunk was hot, it was also the period when the domestic shoe culture was formed. Due to the restriction of consumption level and Internet, people got a pair of shoes information, but they didn't move as much as they do now. They often spend more energy and want to start.

Secondly, the diversified color matching, theme, and publicity and sale forms introduced by Nike at SB Dunk were obvious to the older generation of Sneakerhead. Recall the classic style that SB Dunk has once been most talked about. You should feel this.

Compared with the current situation, the joint name and limited amount of shoes will be much more flooded than before. However, as we are in the era of information explosion, too often, we will not be more active in exploring the story behind the shoes, but we will not even need to explore all the options. At the same time, we will also erode the initiative of people's desire for a certain extent.

It is true that SB Dunk has formed its own sneaker culture and loyal audience in that era. This is also a special difference from the current YEEZY, THE TEN, and so on. It has accumulated a lot of cultural details before being thrown into the market again.

This is a simple and effortless thing for Nike to want to take it as the main shoe in the future. After all, compared with the new design, it does not need repeated propaganda and stimulation, and has experienced a period of "fermentation" to win the hearts and minds of the people.

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But it also makes Nike face a more difficult problem.

After all, the Sneakerhead wave of SB Dunk was no longer young, and most of them had difficulty in maintaining their interests when their enthusiasm had subsided.

Over the years, although Nike has never stopped launching new products for SB Dunk, it is mostly just a "small game". There is no real sense of publicity and eye-catching planning. Therefore, after the gradual decline of the older generation of Sneakerhead groups, the way that the brand wants to go through the "sentiment" route through repeated cuts may not be too effective for the new generation of consumers, so how to move these young people is perhaps the key.

But is it really hard for Nike? It's not natural.

As time goes by, with the rapid and expanding development of the sports shoes market and more commercial capital injection and profit driving, most people pay attention to their shoes nowadays, and concentrate on the price.

Therefore, such a market environment will naturally be affected by the brand. Using the joint name, limited amount and various gimmicks, topics and other marketing means to launch new models frequently, it will be easy to get attention in the market. The latest Staple Pigeon x Nike SB Dunk Low new panda is not so?

However, with the rapid development of Internet, online media and social software, information pmission has become more rapid. Therefore, the new generation of Sneakerhead will experience a series of aesthetic training such as "recommendation" and "Amway" every day. It is inevitable that there will be a sense of "being led away" on the choice.

And the brand is now so fast and brand launch all kinds of joint and limited shoes, it will give people a sense of "quick sale", heat and topic wave after wave, but it is difficult to precipitate its own culture. Such an environment is probably not a good thing for SB Dunk with its own cultural details.

Therefore, for Nike, it is not a difficult task to simply push SB Dunk to market by means of repeated engraving, joint name, limited number, topic and so on, and you can easily predict that they can be fry in the market.

But at the same time, the cultural connotation of SB Dunk itself seems to be wasted. It seems as if there was a good chess in the hand, but it didn't work well.

However, after all, the times have changed. We can not force Nike to define the true meaning of "regression" in many different audiences, cultures, and market environments. But perhaps we can create some new things for young generation of Sneakhead who are worth looking back after many years.

For example, in a sense, Air Force 1 and SB Dunk have similar value for a large number of people. But in promoting and marketing Air Force 1, the Nike has carried out some impressive cooperation with the influential figures and units in the new era, creating a series of large-scale theme projects similar to AF-100, and creating a new trend of DIY shoes, which is much more profound than simple ones.

Instead of looking at the other side of Air Jordan I, apart from the soaring numbers in the market and the frequent vicious incidents under the offline sale, how many things can really precipitate?

Today, the scale of the global two level market has reached tens of billions of dollars, and in the future, it has an immeasurable prospect.

But as more capital injects and becomes more commercialized, people gradually ignore the part of the sneaker culture originating from the streets.

When it comes to SB Dunk, we are all looking forward to the continuation of Nike's past glory to today. But whether these classic shoes are able to "return" to success, it is not enough to judge nature solely from sales volume, topic and speculation price. In different times and circumstances, how can we create a brand culture atmosphere for SB Dunk to adapt to the new generation of Sneakerhead shoes, and how to protect its profound cultural heritage from the impetuous commercial speculation market? Maybe Nike.

And the things we should consider most.

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