I have a theory that Nike SB invests into /subsidizes smaller, more niche, companies (917, passport, frog) to quietlety capitalize on a demographic that probably arent going to hold their breath for the next dunk colorway.
By putting their money into these smaller brands pockets, it would give Nike leverage to Use the brands imagery, whenever needed, to seem more appealing to those skate heads who have loyalty to these certain kind of brands.
I conceived this theory when I heard frog and Nike put out a blazer together but realized that the majority of their team aren't even on Nike (or any shoe sponsor, none the less). But yeah, what do y'all think ?