- Posted by Andrew C -

Nike has been the kingpin of major sportswear for decades, but has yet to make a serious move into the “x” sports genre – that was until now.

No doubt some have you have seen the new ads starring Paul Rodriguez that just recently launched for Nike SB (that’s Skate-Boarding for all you stoners out there). Ice-Cube and Kobe even make appearances.

For the majority of us who are not as familiar with the sport, this move seems great –new shoes that we can all wear that look pretty damn sweet if you ask me. However, for the skateboarding community this transition is still up in the air. Nike has begun recruiting some of the sport’s most prolific skaters who are no doubt the fulcrum points for many niche brands in the skate world. The most recent debacle involves Eric Koston – who is, well now was the face-man for the Lakai skate brand.

Many believe that Nike – who have decided to stay away from the sport for years due to its negative associations within the major sport community – are taking away from the integrity of skateboarding by integrating their enormous corporate structure.

Either way, I think all of us can agree that this ad is sick! Check out the Nike SB website for the ad, a behind the scenes look and a list of the full Nike SB team.

MP3: Ice Cube – “Today Was A Good Day”