Very few products released in the decade truly captured the spirit of the era quite like the Nike Dunk which helped to revolutionize 80s streetwear.
The 80s were transformative, especially for fashion, sports, and the youth culture. Originally introduced to the market back in 1985, the Nike Dunk was designed as a basketball shoe. However, it quickly transcended the court and became a cultural icon in its own right. The shoe was known for its bold colorways, and versatile design. Not only did the shoe become a favorite among college best ball players and fans, but it also rose in popularity among the skater culture and all forms of 80s streetwear.
The Nike Dunk in 80s Streetwear Culture The launch of the Nike Dunk back in 1985 aligned with the social and economic changes of the time. The nation saw a rise in popularity of sports and entertainment events, as a central part of the growing youth culture. Basketball in particular was extremely popular and the NCAA was gaining momentum. The televised games drew humongous audiences and sparked intense fan loyalty. There was a strong market for apparel and merchandise associated with collegiate sports, especially for college students and younger fans.
Of course, the 80s also saw a widening middle class and an increase in disposable income. This led to increased consumer spending on branded products like Nike. The shoe was released as part of the “Be True to Your School” campaign and offered a wide selection of colorways that match the uniforms of many of the prominent college basketball teams. You could get the Nike Dunk in the University of Kentucky, University of Michigan, and Syracuse University Colors. This allowed Nike to tap into the loyalty of college basketball fans and to establish the Dunk as a versatile and prominent part of the growing sneaker culture.
Trends That Help to Define 80s Streetwear There were countless trends that helped to define 80s streetwear, but one of the biggest was the “Be True to Your School” campaign.
The “Be True to Your School” Campaign One of the most iconic aspects of the launch of the Nike dunk was the “Be True to Your School” campaign which was designed to help showcase school spirit. Nike wanted to create a way for people to express their favorite NCAA teams and released the shoe with a wide array of different color options that allow people to select a shoe based on their favorite college teams. This idea of aligning shoes with specific schools was revolutionary, and it generated large amounts of enthusiasm among students, athletes, and fans alike.
By providing school-specific colors, Nike was able to set the Dunk apart from any other basketball shoe at the time. These colors were eye-catching and very distinctive. This only added to their popularity and established a new standard for what we now recognize as team spirit. As a result, the unique approach that Nike used to market the Dunk, helped to solidify its place in 80s streetwear.
80 Streetwear and Skate Culture and, although the shoe was originally designed as a basketball shoe, in order to show team spirit, the Nike Dunk eventually found a following in the skateboarding community. Naturally, skateboarders of the 80s were drawn to the durability and grip of the shoe. It provided them with a flat sole that was perfect for skateboarding. And, unlike traditional skater shoes available at the time, the dunk also offered ankle support and padding.
The popularity of the Dunk in 80s skate culture definitely was not planned. But, Nike took notice of its new audience and began to produce dunks specifically designed for skaters. In fact, in 2002, Nike re-released the line as the Nike SB as a way of introducing the shoe to a new generation of fans.
The Rise of Limited Editions in 80 Streetwear Nike was also one of the first companies to introduce the concept of limited-edition colorways. At a time when most Jews were limited to only a few colors, the Nike Dunk came in a wide selection of color and material options. The company collaborated with artists, designers, and music labels in order to give fans something unique and exclusive. This resulted in a highly desirable sneaker for enthusiasts and collectors around the country.
Peter Moore and 80s Streetwear Of course, you wouldn’t have the Nike Dunk if it weren’t for Peter Moore. For those who are unfamiliar with the history of Nike, Peter Moore was the designer who helped to develop the iconic Air Jordan 1. His approach to designing the Dunk was very similar to the philosophy that he used in developing the Air Jordan. He wanted to introduce the world to bold design styles that were combined with practicality. He envisioned the dunk as a shoe that was capable of resonating with both athletes as well as style-conscious consumers.
But, Peter Moore couldn’t do it on his own, especially when it came to the 80s skate culture. In fact, it was popular skaters such as Paul Rodriguez and Eric Koston who helped to elevate the shoe’s status within the skater community by giving it credibility and establishing it as an essential part of the 80s streetwear style.
The Cultural Impact of Nike Dunks It’s important to remember that the Dunk’s impact on culture extends far beyond its initial launch. At the time, the dunk was designed to capture the energy and pride of collegiate backs ball fans. But the shoe’s popularity grew so quickly, that it found its way into multiple subcultures during the decade. Its adoption by skaters and its later evolution as a symbol of the sneaker culture helped to cement its legacy within the 80s fashion industry. And, it is one of the few sneakers to appeal to such a diverse audience.
Conclusion Today, the Dunk’s influence continues to grow, as Nike has consistently rereleased it as the Dunk SB, and a wide selection of colors and material options. As a result, it’s no longer a simple 80s streetwear icon, rather it has transcended multiple generations. Due to the limited releases and exclusivity of the various colorways, many of the different Dunk designs are highly coveted by shoe collectors around the world.
