Los Angeles’ Sneaker Rise in Skateboarding Culture | Sole Origins

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Professional skateboarders, Eric Koston and Paul Rodriguez breakdown the history of skate and sneaker culture. Plus, find out how iconic street wear brands including Diamonds, Undefeated and Hundreds make their mark in the footwear industry. Sole Origins is Complex’s newest docu-series that will uncover the untold stories of the most elusive sneakers from NYC, Tokyo, Paris and Los Angeles. Interviews with Joe La Puma, Clark Kent, Ugly Mely, Hirofumi Kojima and Eric Koston. Los Angeles Sneaker Culture

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Los Angeles Sneaker Culture

Back in 1997, Los Angeles Sneaker Culture commenced with Nike manufacturing of its own line of skate sneakers, but was not able to sell to a lot of specialist skate stores, as the market was already strongly in favour of companies like DC, Globe, eS Footwear, Emerica, and Vans; Nike was not considered a core skateboarding brand one of the skateboarding community and, thus, did not obtain the essential amount of support. In 2002, Nike introduced the”SB” brandnew. The Nike SB Dunk Low version was released, also consisted of padded tongues and collars as well as also the”Zoom Air” insoles; the shoe was similar to other skate shoe fashions compared to the company’s previous attempts. Following the SB Dunk’s mediocre sales, Nike released four additional models: Nike SB Delta Force, Nike SB FC, The Nike SB Angus, along with Nike SB URL. In 2004, Nike SB signed Paul Rodriguez as a figurehead for its brand and recruited Lewis Marnell since the only Australian group rider during exactly the identical period.In March of the year, Nike released the Nike Dunk SB group, aimed towards skateboarders in California. The associated shoe designs differed from the former SB Dunk range because they had been created for skateboarding. The collection comprised Zoom Air insoles increased cushioning, and material quality, a benchmark for skate sneakers, such as triple stitching. One of Nike SB’s spokespersons Lance Mountain chose to launch a variant of this Nike Blazer basketball shoe from the 1970s, the Nike Blazer SB. It was named the Nike SB Blazer and lots of new features were included, like Zoom Air insoles and the cushioned collar. Adidas was formerly ridden for by mountain and joined Nike SB at 2007. Nike SB introduced its first video Nothing But The Truth About 2007 and maintained the premiere at the Ziegfeld Theatre in New York City, U.S.. The video production features the Nike SB Group, together with Marnell in the section and Rodriguez’s part the End of the video

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