Last year the super-brand ventured into the billion-dollar industry (once written off as sub-culture fad) skateboarding, releasing a skate shoes line. Now, they've released a snowboarding boot for the northern hemi's winter.
Oakley did it. And now Nike. No doubt the purest's will voice their disapproval, viewing the move as disingenuous while the lover's will says it's merely a progression of the sports company. Regardless of where you sit on brands entering markets perceived as having 'cred with the kids', as always, the proof will be in the pudding and I'm looking forward to the announcement of the athletes on the sponsored team and the first pro-model. Could Nike's pockets tempt Mr White from Burton? Unlikely, but they did get Jordan, Tiger, Rodger and Lebron. Watch this space.
Markus
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