When we did the Supreme x Nike SB Dunks, sneakers were not such a big deal. Dunks had just been re-released. In Downtown New York, they were one of the coolest sneakers out. We just tried to make a unique version our friends would want to wear. —James Jebbia, Supreme
NIKE SB x SUPREME DUNKS
The collaboration that started the craze.
It was just a decade ago, but the sneaker landscape was much different when legendary NYC skate shop Supreme released its first collaboration with Nike SB. The Dunk wasn’t ubiquitous yet, Nike SB as a whole was still somewhat on the fringe (remember the URL and the Ecue?), and Jordan Brand had yet to plaster its iconic elephant print all over any and every shoe in the line.
The Supremes, released in a traditional orange-and-tan Nike box, sold for barely more than the cost of any signature sneaker at the time. As for the release date, either you knew or you didn’t. Production run? Not big. Chances of getting your hands on a pair? Depends when you went to Supreme—and who you knew there. (Unless you were lucky enough to come up on a wear-test pair at the Buffalo Exchange in Portland.)
The shoes were eminently wearable, and most buyers did just that—meanwhile the secondary market was already popping off. It was a tribute shoe done in the perfect way, for the purest of reasons. The ensuing onslaught of SB collabos and all-elephant-everything may have diluted the OG Supreme’s story, but this is where it all began.
Gaming enters the Internet Age.
When Microsoft discovered consoles were drawing users away from PC gaming, it—in usual Microsoft fashion—decided to enter the market. However, unlike most late-entry products from Microsoft (how’s that Zune doing?), the Xbox killed. Despite going up against industry heavyweights like Sega, Nintendo, and Sony, Microsoft notched a solid foothold in the U.S. and Europe thanks to a strong crop of launch games like Halo. In late 2002, Microsoft unleashed the real game-changer: Xbox Live, a service that allowed gamers to play against each other online, which truly brought gaming into the Internet age. Soon you could download old-school favorites like Ms. Pac-Man and Gauntlet, reeling in trash-talking teenagers and wistful thirty-somethings alike.
The life of the Super-Luxury car brand.
2002: Daimler revives the Maybach name with the twin-turbo 5.5L V12-powered Maybach 57 and 62, starting around $325,000. It projects to sell 2,000 vehicles annually.
2003: Daimler sells 166 Maybachs. Not a good sign. But Jay-Z’s music video for the song “Dirt Off Your Shoulder” features Young Hov rapping from the back of a 62, introducing the chauffeur-driven vehicle to the rap world.
2008: Rick Ross founds Maybach Music Group, borrowing the super-luxury brand name and logo for his own label. Maybach either doesn’t care, or doesn’t have the means to sue.
2010: Maybach sells 63 cars.
2011: Daimler announces that Maybach will cease production in 2013. Kanye West and Jay-Z add insult to the brand’s demise by dismantling a 57 and joyriding it roofless and doorless with a backseat full of models in the music video for “Otis.”
Total sales of the Maybach line, from 2002 to 2010: 1,112 units