MEDICOM TOY has a history of creating Nike sneakers. The Japanese company is now expanding its Nike collab catalog with an edition of the Nike SB Zoom Dunk Low Elite that debuted earlier this year.
MEDICOM TOY x Nike SB Zoom Dunk Low Elite will release on the 24th of November through SNKRS, nike.com and select shops.
Nike.com has also posted this retrospective on its collaborations with MEDICOM TOY.
Standing out among the various partners, MEDICOM TOY, the famed Japanese collectible maker, has been both a constant associate and progressive innovator.
Nike and MEDICOM TOY have worked together since 2002, first creating a limited-edition set of Nike-styled [email protected] “Nike has collaborated with Medicom on a number of different sports, from global football to tennis,” reminds Sandy Bodecker, VP Special Projects, who spearheaded Nike SB. “One of my favorites was the 2006 World Cup [email protected] collection that represented all the Nike-partnered federations. It came in multiple sizes and the figures were used in retail executions around the world.”
Despite the breadth of engagement, skateboarding is where the connection is strongest. Characters were made with the first four pros — Gino Iannucci, Richard Mulder, Reese Forbes and Danny Supa — creating not only an arresting series of toys (the Reese version was even made lifesize) but created an unstoppable bond between the Nike SB Dunk and MEDICOM TOY.
“Whenever we approached somebody to collaborate, we considered if it was going to stand the test of time. We asked ourselves, ‘Does the prospective partner have something that really speaks to a certain generation or a certain subculture that we can go back to?’” says Jesse Leyva, Senior Creative Director for Nike SB. “Medicom is just part of the fabric of Harajuku. When you look at Harajuku culture, there’s streetwear. Then within streetwear, there’s art, music, sneakers and toys. It all goes hand-in-hand.”
The initial Nike x MEDICOM TOY shoe, a white Nike SB Dunk with college blue and orange accents, released in 2004, and the Nike SB Dunk MEDICOM TOY Black Denim followed in January of 2005. With its medium grey/black denim upper, the shoe played perfectly for skate and street, and was immediately recognized as a certified grail. Other shoes that followed toyed with an ever-inventive palate of materials — including reflective 3M, Gore-Tex and even faux fur — the MEDICOM TOY Black Denim remained the benchmark.