As a sequel to our article that took place around this same time back in 2012, the rubber toe piece continues to be the focal point of skateboarding footwear. A year ago, only few brands were willing to risk the embarrassment of coming out with technology that had been long forgotten. The models could’ve easily flopped but more importantly, the risk of putting out this dated technology could’ve hurt the brand’s involved big time. Fast forward a year later and all of a sudden, the likes of Fallen, HUF and Nike are just now catching up with Dekline and Etnies, who have been capitalizing on the protection value of the rubber toe for a year now. It’s not to say that any one brand owns this technology, we’re simply pointing out the facts.
Now that the Marana has done exceptionally well, every other brand is now realizing that this is what consumers want. Before, skater’s were content with the idea of a thin shoe that would give them all the board-feel they could ever ask for. Now, those same consumers are looking to combat the sore feeling of skating thin shoes for a modern day cupsole that’ll protect them and in turn, last longer too. In a nutshell, more bang for your buck. But, how much should this bang ideally cost you? How much would you pay for it? “How expensive is too expensive?” article will probably be out sometime next week.
A couple of weeks back, our Asian friends at Heroskate leaked the photo above. It’s the Nike SB Janoski Premium SE. It’s even more proof that skateboarding footwear in 2014 will be reverting back to its old ways. There’s no denying it. With the return of the runner toe and the airbag (why isn’t used more often?), the rebirth of tech is coming back much sooner than you thought. The brands that we once identified as tech brands are now pushing what’s modern and those who were modernized are now gravitating towards tech. For instance, it’s strange to see DC hold back on the runner toe sole with their re-released Lynx, whereas Nike found no problem using their endless running resources to create the Project BA model. We won’t talk about that anymore though, considering it’s been beaten to death but you get what we’re sayin’. Going back to the Rubber Toe Janoski, word on the street is that it’ll cost anywhere between $90-99 which doesn’t make sense. Well it does, but it doesn’t.
If the Etnies Marana is a protective cupsole, with tons of cushioning and only costs $75-80, how does the Nike SB Janoski Premium SE, a vulcanized model with practically no padding, equate to $90-99? Are consumers/skater’s paying to get the illustrious “SB” labeling back? Or are skateboarder’s rich all of a sudden? Will this Rubber Toe Janoski be strictly available at skate shops? Or will shop owners be told that and in a years time be seeing this same model at mall shops? Its happened in the past and as a result, skate shop owners have been taking steps back with carrying Nike….or wait, is it a step forward?