Syracuse University SURFACE S.I. Newhouse School of Public Media Studies - Theses Communications 8-2012 How Did Nike Get the Swoosh into Skateboarding? A Study of Authenticity and Nike SB Brandon Gomez Syracuse University Follow this and additional works at: https://surface.syr.edu/ms_thesis Part of the Marketing Commons, and the Sports Studies Commons Recommended Citation Gomez, Brandon, "How Did Nike Get the Swoosh into Skateboarding? A Study of Authenticity and Nike SB" (2012). Media Studies - Theses. 3. https://surface.syr.edu/ms_thesis/3 This Thesis is brought to you for free and open access by the S.I. Newhouse School of Public Communications at SURFACE. It has been accepted for inclusion in Media Studies - Theses by an authorized administrator of SURFACE. For more information, please contact
[email protected]. Abstract Skateboarding is widely regarded as a subculture that is highly resistant to any type of integration or co-option from large, mainstream companies. In 2002 Nike entered the skateboarding market with its Nike SB line of shoes, and since 2004 has experienced tremendous success within the skateboarding culture. During its early years Nike experienced a great deal of backlash from the skateboarding community, but has recently gained wider acceptance as a legitimate company within this culture. The purpose of this study is to examine the specific aspects of authenticity Nike was able achieve in order to successfully integrate into skateboarding. In order to investigate the case of Nike SB specifically, the concept of company authenticity within skateboarding must first be clarified as well. This study involved an electronic survey of skateboarders.