In 2002, Nike SB Dunks were born from the skateboarding community, built with one purpose: to dominate the skate scene. Over the years, these iconic sneakers transcended their original intent, becoming collector's treasures often tucked away instead of hitting the pavement.

To honor the 20th anniversary of this legendary style, eBay and Nike have teamed up to bring the SB Dunks back to their roots—reminding the world that these shoes are not just meant to be admired but to be skated, celebrated, and lived in.

In order to help cement the shoe’s place in SB culture, we created the world’s first sneaker box designed for skating. To mark this groundbreaking moment, we auctioned 10 exclusive skateable boxes, with all proceeds benefiting the Bodecker Foundation. We invited top Nike SB legends P-Rod, Eric Koston, and Elissa Steamer to skate the box, pushing its limits and showcasing its skate-ready design in action.

In Portland, Oregon, we launched the Skate ‘Em Out Store—a one-of-a-kind experience that brought two decades of Nike SB Dunks back to their roots. Skaters were offered the chance to snag highly sought-after SB Dunks from the past 20 years at their original 2002 price of just $65. But there was one catch: to walk out with the deal, they had to lace up and skate out of the store, proving these iconic shoes were meant for the streets, not just the shelves.

Our production team executed every detail of this activation with precision and creativity. From fabricating the world’s first skateable sneaker box to producing an epic hero video directed by Tucker Phillips, no element was left untouched.

We collaborated with De-Yan to bring the Skate ‘Em Out Store to life, overseeing every aspect of its launch. Additionally, we delivered high-impact photography assets, dynamic social content, and comprehensive event capture deliverables, ensuring every moment of this activation resonated far beyond the store walls.

It wasn’t just production—it was an all-encompassing and award winning celebration of innovation and skateboarding culture.