Nike SB Dunks were supposed to be left for dead. Collectors and consumers had moved onto only wearing Air Jordans or lightweight running sneakers. Then, seemingly out of nowhere, one of the greatest SB sneakers of all time changed that notion. The "Tiffany" Dunk, the infamous collaboration between Nick Tershay and his brand, Diamond Supply Co. and Nike SB, came back as a Hi and dropped like a bomb. The hype for the sneakers was real.
It's safe to say that a lot of people who have gotten into sneakers over the past few years don't have a pair of the original "Tiffany" Dunks in their collections, and this was the perfect time for them to get cling onto a piece of Nike SB history. What made the release even better (or worse) was the storyline that followed it. Someone, incorrectly, reported to Tershay that people were camping out a whole 10 days before the release, and skate shops weren't excited with the prospect of non-skaters lining up at their establishments and grabbing sneakers to, potentially, resell. One store in Florida demanded that the customers must be able to kickflip to wait in line, and another store, in Indiana, made customers prove that they skated to purchase the sneakers for the MSRP. If customers couldn't supply a skateboard, they would be forced to pay double. There was even a Tiffany Hi billboard in Downtown Los Angeles. The Tiffany Hi released, and, almost instantly, sold out on Nike.com.
It will take time to tell if the Tiffany Hi release was just a flash in the pan or a strong sign for Nike SB in the future. But it is indicator that a great color scheme and strong narrative can still sell a sneaker, regardless if there's hype attached to the silhouette or not.