Can someone explain to me why the Nike dunk is so in demand? I’m completely at a loss when it comes to this hypebeast culture - WTF is going on?
It's a pretty interesting story and this video sums it up pretty well.
https://www.youtube.com/watch?v=8oYObzrvxAETLDW after Nike failed to get into the skateboard market, they hired Sandy Bodecker in which he planned and executed an insanely successful marketing campaign:
- Make shoes exclusive to skateshops
- No mass production (artificial scarcity)
- No generic shoe releases
Dunks were reintroduced and redesigned for skateboarding instead of creating an entirely new model. Nike sponsored at the time underground skaters which helped make Nike more established. Thoughtful Dunk collabs (ie Supreme, Stussy, Diamond, Chocolate, etc) were made which got sneakerheads interested and the hype just skyrocketed.
It's at the point where Nike can literally shit out any colorway and it'll sell immediately.


Regardless of your opinion on Dunks, skateshops kinda
need to keep selling Dunks because it's a guarantee sell on release date which is great for shops that do need the money. I'm personally over it especially after the Travis Scott dunk shit. Working at my shop after that collab was announced hell because sneakerheads kept calling and coming in the shop asking in the most rude way if we were going to stock those dunks (same thing happened when Oski's dunks were announced).
Honestly you aren't missing anything being out of the loop on dunks, which is good.