Nike, Inc. launched the Nike Dunks in 1985 as a line of product positioned side by side the Nike Terminator. The strategy was to bend the basketball shoes market a bit introducing colors instead of the common white pair with black swoosh. They paid attention on the target and knew what to do.

Designed for basketball

The Nike Dunks were truly ideal for the basketball players. Nike had the shoes designed with a lower profile outer sole in comparison to the former shoes. The objective was to offer shoes that are lighter in weight, closer to ground, and equipped with better paneling for improved performance. The enhancements were made so that the player can attain optimum pivoting and blocking.

To promote the new line, a program called the College Colors was launched in a variety of colleges and universities. Selected schools were signed up for exclusive Nike sponsorship. The jerseys were to be matched with the Dunks that will be provided for by Nike.

The eight schools that were chosen for the Dunks program included University of Maryland, St. John's University, Syracuse University, Villanova University, University of Iowa, University of Kentucky, University of Michigan, and University of Nevada.

The production for the Nike Dunks was put on hold for some time until Nike re-launched the line in 1998. The new Dunks had tongues made of nylon and arch support - those were the signature styles that differentiate them from the present releases. The shoes exhibited the classic university colors but new colors were also released.

Unexpected niche in skateboarding

In the early 2000s, the skateboarding market began to peak. Though a lot of skaters already started to use the Dunks even during the 90s, it wasn't until 2002 that Nike launched the Nike SB, which targets the skateboarders.
Skaters or riders got attracted to the Dunks due to the same features that made them excellent basketball shoes. The skaters needed shoes that will be comfy for them as they ride their boards. The lower profile design of the outer soles made it probable for them to feel the board better. What made the basketball players move easily and function effectively on the court were the identical features that made the skaters perform better with their skateboards.

Sneakerheads and their perception for fashion

Overlapping with the skateboarders, there emerged a pop culture where fashion was focused on the sneakers. This was also hyped up by the hiphop culture, which also began to flourish in the 90s. Sneakerhead means a person who collects shoes, which he expects to wear for purposes of fashion and everyday wear. Generally, the shoes of choice are those intended for sports like tennis or basketball.

With the new branch, Nike Dunk SB, the shoe line is now cashing in on their limited editions. The popularity of these special versions is caused by the hype that is being given to the Dunks in the Internet.