There Skateboards Takes Center Stage with SB Dunk Low Launch at Olympic Games
After seven years of building a strong community and creating amazing video compilations, artist Jeffrey Cheung’s There Skateboards has made a major splash by launching its own SB Dunk Low at this year’s Olympic Games in Paris. But despite the brand’s success, Cheung wants to make one thing clear – There is “just a skate company” and its team simply wants to share their vision with the world.
Parisian Adventure: There Skateboards Launches SB Dunk Low at Olympic Games
The chaotic adventure in Paris for There Skateboards involved a release party for its Nike SB Dunk Low, the premiere of a new skate video for Nike SB, and plenty of other Olympic festivities. In the aftermath of this successful journey, Cheung sat down with us to discuss the partnership with Nike, There’s mission, inclusivity at the Olympics, and of course, the highly sought-after SB Dunk Low collaboration.
Release Party in Paris: A Dream Come True for There Skateboards
Cheung expressed his excitement for the launch party in Paris, where the whole team was present. He was especially thrilled to share the new video they filmed for the shoe and premiere it at the Centre Pompidou in such an epic way. Despite the amazing experience, being at the Olympics was a bit strange for the team. Cheung acknowledged the problematic policies of the Olympics, particularly their exclusion of transgender individuals, but also saw the positive aspect of spotlighting women’s skateboarding.
Breaking Barriers: There Skateboards at the Olympics
As a team with a diverse range of identities, There Skateboards hopes to break down barriers and promote inclusivity in the world of skateboarding. Cheung believes that their presence at the Olympics may not make a huge difference, but it is a step towards a more inclusive world. He also hopes to see more support for queer and non-traditional skate brands and skaters, as mainstream spaces like the Olympics often exclude trans individuals.
Partnership with Nike: From Olympic Uniforms to SB Dunk Low
Cheung revealed that Nike initially approached him to design the Olympic uniforms for skateboarding, but the designs were not approved by the IOC. Instead, they suggested a collaboration on a shoe, which led to the SB Dunk Low.
First Time with SB Dunk: There Skateboards’ Experience
While Cheung had previously worked with adidas on a shoe, this was his first time collaborating with Nike. Pro skater Chandler Burton, who also skates for Nike, provided valuable input for the design. Cheung gave a shout out to Burton for his contributions.
Key Elements of the SB Dunk Low Collaboration
Cheung shared that the design of the SB Dunk Low was inspired by the colors and patterns of the Olympic rings. The shoe also features a unique graphic on the insole, representing the diversity and inclusivity of There Skateboards.
