20 Years of Nike SB Exhibition
Twenty years ago skateboarding was hitting a generational boom. More than a single trick, event, or moment, the culture of skateboarding was resonating past its roots. Nike saw a way to push that progression further.
Nike SB was formed in 2002. Larger than making the best possible shoes for skateboarding, SB and Sandy Bodecker sought to understand the landscape, the ecosystem, and the personalities driving it. The shops, the spots, the diehards, the sessions, the collaborations, the collectors, and the creatives, that made it unique.
SB’s mission began with a tight-knit team of skateboarders and creatives led by innovation, a lot of listening, and thinking outside the box. From tech, inspiration, or homage, any idea was fair game and over-the-top. For the first time, skateboarders were given the keys and the tools to make their version of skateboarding. The result was two middle fingers up, and hundreds of products that became sought after, essential, and iconic.
“20 Years of SB” is a capsule of that journey. From concept to execution, the exhibit chronicles the stories, personalities, and milestones of Nike SB as we look to the future of skateboarding.
Head over to the Hoxton Arches (Arch 402, Cremer Street, London, E2 8HD) from 20th - 22nd May, 10am - 5pm.
Golden Key at '20 Years of Nike SB'
We are super excited to announce that we will be giving away a Golden Key every night of the '20 Years of Nike SB' Exhibition at the Hoxton Arches! Receiving a Golden Key grants you access to the Route One ARCH1VE and WINNING a pair of your favourite Nike SB Dunks!
All you have to do is SCAN the QR code on our exhibit and wait for us to contact you to arrange the pick up of your Dunk at the Route One London store. Good luck everyone!
Route One London '20 Years of Nike SB' Window
To celebrate 20 years of Nike SB, our London store window has been transformed into a mirage of Nike SB Dunks. From the classic "Marge" to the coveted "Parra", the window is a feast for the eyes for any sneaker head. So come on down to the Route One London (47-49 Neal St, London WC2H 9PJ) to get a closer look at some of the most iconic Dunks from the past 20 years.
Brad Hobbs shares his favorite Dunks
Manager of our London store and avid Nike SB enthusiast, Brad Hobbs shares with us some of his favorite Dunks from his own impressive personal collection. From classic grails to modern gems, Brad lovingly takes us on a time-traversing trip across 20 years of Nike SB and his own experiences with the brand, in anticipation of Nike's London exhibition between the 20th and 22nd of May.