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In 1997, Nike commenced production of its own line of skate shoes, but was unable to sell to many specialist skate shops, as the market was already strongly in favour of companies such as DC, Globe, DVS, and Vans; Nike was not considered a core skateboarding brand among the skateboarding community and, therefore, did not receive the necessary level of support.
In 2002, Nike introduced the "SB" brand. The Nike SB Dunk Low model was released, and consisted of padded tongues and collars and the "Zoom Air" insoles; the shoe was more similar to other skate shoe styles than the corporation's previous attempts. After the SB Dunk's mediocre sales, Nike released four other models: The Nike SB Angus, Nike SB FC, Nike SB Delta Force, and Nike SB URL.
In 2004, Nike SB signed Paul Rodriguez as a figurehead for the brand and recruited Lewis Marnell as the sole Australian team rider during the same period. In March of that year, Nike released the Nike Dunk SB collection, aimed towards skateboarders in California. The associated shoe designs differed from the previous SB Dunk range in that they were designed specifically for skateboarding. The collection included increased padding, Zoom Air insoles, and enhanced material quality, including triple stitching, a standard for skate shoes.
In 2005, Rodriguez released a signature shoe model named the "Nike SB Paul Rodriguez Zoom Air Low". That year, one of Nike SB's spokespersons, Lance Mountain, decided to release the Nike Blazer SB, a version of the Nike Blazer basketball shoe from the early 1970s. It was named the Nike SB Blazer and several new features were added, such as the padded collar and Zoom Air insoles. Mountain previously rode for Adidas and then joined Nike SB in 2007.
In August 2012, a report emerged that Nike would be removing the "SB" from its skateboard brand and will sell the line at all stores, rather than solely at skate shops.
In July 2012, Nike Skateboarding opened a private training facility that had been constructed in Downtown Los Angeles, US. Entitled "6th and Mill", due to its location at the intersection of the corresponding street names (E. Sixth and Mill Streets), the official opening of the facility coincided with the launch of Rodriguez's sixth signature show with the brand. the training facility has featured heavily on The Berrics skateboarding website since its opening, with segments such as "First Try Fridays" (with professional skateboarder, Theotis Beasley) and "Text Yo'self Before You Wreck Yo'self" (with professional skateboarder, Chris Roberts) filmed inside the facility.
 Video releases
Nike SB released their first video entitled "Nothing But The Truth" in 2007. The video consisted of most of the Nike SB skaters which were either signed or sponsored, and generated a lot of attention from video sharing sites due to the face it was professionally produced and edited and featured many famous skaters. In 2009, Nike SB gave rider Stefan Janoski his own pro model: the Zoom Stefan Janoski SB, and signed Eric Koston who had left Lakai Footwear earlier in the year. In addition, a video featuring the Nike SB Amateur team called "Debacle" was released later in the year 2009. Nike SB sponsors several pro skaters such as Theotis Beasley, Shane O'neill, Lewis Marnell, Lance Mountain, Stefan Janoski, Omar Salazar and Gino Iannucci.
In 2012, following Koston's recruitment as a team rider, a competition entitled "Mr. Control It All" was launched to coincide with the release of Koston's inaugural signature shoe model with the brand. Koston hosted the competition, alongside fellow team members, Sean Malto and Justin Brock, and it consisted of numerous missions, or challenges. For example, in "Mission 1", a different trick was performed by all three skateboarders and entrants were required to send in their edited footage in which they perform the same set of tricks. The entire competition was conducted on the internet, on sites such as YouTube, The Berrics and Nike's own skateboarding site.
 Special editions
In addition to yearly releases, a variety of special edition Nike Dunk SBs have been released. The Nike Dunk SB Low Pro SB Tiffany was released in 2005 and was part of the Team Manager Series. As one of the most popular and anticipated models in the collection, demand exceeded supply. The Nike Dunk SB Tiffany design was also adapted by Nick Tershay, as part of Diamond, his skateboard/streetwear company.
Along with Air Jordans, Nike Skateboarding shoes have emerged as a collector's item, particularly in rare styles and colors. Certain pairs can demand upwards of $1000 on eBay or in boutique stores such as Sole Control in Philadelphia and Flight Club in New York City or at Primitive in Reseda. Collectors often prefer the radical colors and designs associated with known figures such as the Spider-Man SB's or the WhatTheDunks.
- Stefan Janoski
- Paul Rodriguez
- Gino Ianucci
- Lewis Marnell
- Shane O'Neill
- Luan Oliveira
- Wieger Van Wagerningen
- Grant Taylor
- Alex Olsen
- Chet Childress
- Daniel Shimizu
- Daryl Angel
- Eric Koston
- Cory Kennedy
- Sean Malto
- Lance Mountain
- Omar Salazar
- Ishod Wair
- Justin Brock
- Theotis Beasley
- Clark Hassler
- Youness Amrani
- Donovan Piscopo
 International teams
The brand also sponsors an Australian team that is not featured on the Nike SB website; however, video footage has been released on the Internet. Australian team riders include Morgan Campbell, Harry Clarke, Nick Boserio, Nathan Jackson, Max Couling and Jeremy Correa. Footage of the Australian team skateboarding at the 2012 Thunderdome competition event, held at the Hordern Pavilion in Sydney, Australia, was uploaded to the website of Skateboarding Australia, the government-funded organisation that ran the event.
 Death of Lewis Marnell
An official announcement on January 20, 2013 revealed that Lewis Marnell had passed away in the 48 hours prior to the announcement—details of the death were not provided. Marnell had released a Nike video part in the 18 months prior to his death—Nike SB's The SB Chronicles – Vol. 1. Fellow Nike team riders, Rodriguez and O'neill published tributes on the Internet. Marnell's other Nike video parts are contained in Nothing But The Truth and Don't Fear The Sweeper.
The Nike Skateboarding website featured a large photo of Marnell on its homepage and published the following tribute:
It is with great sadness and heavy hearts that we are to inform you of the passing of our longtime professional rider friend, Lewis Marnell. A skater who's incredible trademark pop could only be matched by the warmth of his smile, Lewis was an amazing person both on and off his board and will be truly missed. Our deepest condolences to his family and friends. Rest In Peace.
Marnell's death occurred during the production of the second volume of the SB Chronicles video series and he had not yet released a signature model shoe with the brand.
- Nike SB: On Tap (2004)
- Nike SB: Nothing But The Truth (2007)
- Gift/Nike SB China: It's A Wrap (2009)
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- Quartersnacks.com: Nike SB Summer 2010 (2010)
- Nike SB: Amigos y Demonios (2010)
- Nike SB: Don't Fear The Sweeper (2010)
- Nike SB Switzerland: That's Us... (2011)
- Nike SB China: Support Your Local (2011)
- Thrasher: "Double Rock: Nike SB"
- Nike SB: The SB Chronicles Vol. 01 (2011)
- Nike SB: Taiwan Trip (2012)
- Nike SB: Quest of Honor (2012)
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