Remember the endless Core vs. Corporate shoe debates we used to have just a couple of years ago? Those conversations are long gone (since it’s pretty clear who won), but what exactly is making Nike, Adidas, Vans, and Cons such dominant forces in skateboarding? Is it their bottomless marketing budgets, their ability to make a superior product, their rider picks, or something else?
Rather than hypothesize or ask a bunch of crusty lifers (who will inevitably get their panties in a bunch) we decided to hit up some kids at the skatepark to find out what might convince them to wear or support a “core” (a.k.a. small or skater-started) shoe brand.
Now, before you pull your hair out and start calling the people we interviewed idiots, just remember, they’re kids. They didn’t grow up in a time when éS was the company with the best team, or when C1rca was actually able to pay riders. These are skaters living through a time where all of their favorite pros ride for a handful of big-named brands, so ease up on the kids and be receptive to the next generation.
Mark: 17
You’re wearing Vans. What would it take for you to wear a smaller company’s shoes?
I had a pair of éS shoes actually. I got them for cheap and I just didn’t like the way they felt. They were too bulky and felt like old DC shoes. I like skinnier shoes. It’s all about style. It sucks because if you’re not a stylish brand you can’t make it.
What was the last shoe video you watched?
The last one I liked was the new HUF Video.
Did that make you want to buy a pair of HUFs?
Honestly, I forget that HUF makes shoes sometimes. So no, that didn’t make me want to buy them. I forget New Balance [Numeric] is a skate shoe company, but I saw their video. I just don’t see people wearing those so I don’t think about them really. The culture around the brand is important. Bigger companies can get their name out there more, and have a history of making good products. I know that Vans has good products because they’ve been around and I’ve always worn them and they have a culture.
Do you think having a giant team with all big names is more effective than having a team with a few upcoming skaters?
Yeah, little kids want to imitate their favorite skaters. Are you going to buy the shoe that Nyjah is wearing or the shoe that some young pro who is fresh out is wearing? Maybe that [new] dude has a good part, but Nyjah is what makes you want to buy the shoe.
Jonah: 15 – Elijah: 19 – Milo: 14
You guys are wearing Vans, Nike and Cons. Have you ever skated a smaller shoe brand before?
Milo: I’ve ridden some small brand’s shoes before and I just find Vans are easier to get and more affordable. I like Converse and Vans, specifically the Vans slip-on.
Jonah: I find the big companies to be more reliable because they have more money. I love Converse, the Vans slip-ons are great, too. I don’t know if the smaller brands like Etnies can live up to the same standard as Nike. The big sneakers are easier to get, whether it be online or at the mall.
What would make you want to wear a small brand skate shoe?
Jonah: A really cool, but simple shoe design could have me interested in them. Nothing too complicated or logos all over the place.
Milo: If I saw a lot of people wearing them I would definitely be more interested. It says something about that shoe if I see a lot of random people wearing that shoe.
Elijah: Yeah, if I saw a lot of people wearing a certain kind of Emerica shoe I’d be more tempted to buy it than if I saw a lot of people wearing a Nike shoe. Those core brands don’t appeal to me visually, the bigger companies usually have a more simple look.
Vincent: 13
What’s your favorite shoe company?
I’m wearing Nikes now, but they were a gift. The Vans slip-on is a perfect skate shoe for me. I find them comfortable.
What else do you look in a skate shoe?
Getting my money’s worth. Vans are easy to get, cheaper, you can buy them online… If a shoe is really popular I’ll try them. It’s happened before. I’ve seen a lot of people wearing Etnies but I haven’t tried them yet. Etnies are a lot more expensive than the shoes I usually buy. I’m not a big spender so a low price plays a big factor in my shoes.
Danny: 14
You’re wearing Nike. What would it take for you to wear a smaller company’s shoes?
If they felt good on my feet and if I knew that they skated good… I just know Nike feels good. I’ve been skating for 5 years and I’ve almost always worn Nikes.
What do you think brands like éS and Emerica are doing wrong?
They just don’t make shoes that kids like. If they skated better and looked cooler then more people would like them more. I would like them more.
Who’s your favorite skater, and would you buy their pro shoe?
Reynolds. I skated Emericas once and I didn’t really like them. I didn’t like the way they looked and they lasted like two weeks.
So the company being “core” over big corporation doesn’t change anything for you?
No, I don’t think it matters. The quality is more important.
Scott: 12
You’re wearing Vans. What would it take for you to wear a smaller company’s shoes?
I used to really like Vans and have worn them my whole life but if an older skater friend recommends a strong skate shoe I’d probably buy it. I’m wearing these Adidas because my friend, Antwuan, told me their material is really strong and durable. I feel like Vans are more of a fashion statement now.
If I see a lot of people wearing a skate shoe I usually have a pretty good idea that it’s a good shoe. I really wanna buy a pair of HUF sneakers. They don’t look the most durable but I really like their clothes and they have a good reputation too.
Billy: 19
Why do you think many skaters aren’t buying smaller shoe brands like Etnies or Lakai?
I don’t wanna say it, but it’s a little too old school. Everyone is jumping on the Converse, Nike, Adidas wagon. Style and trends are more important than anything.
What do you think big brands do to get people onboard and make them trendy?
I mean, I haven’t seen an éS skateboarding commercial or anything recently. I go on the Berrics and a whole bunch of skate sites and I never see stuff for them. I just see Cons and Adidas and Nike. I guess that’s the downfall of those smaller companies.
Do you think teams have anything to do with that?
Well, Brandon Westgate left Emerica and that was like “Ah, man why’d he leave?” and I don’t think I’ve worn Emerica [shoes] since, but not because of that. Hell yeah, teams are important. Nike’s team is stacked and everyone likes those guys so people are obviously going to buy those [shoes]. Not too many people even know who’s on the éS team.
What would make you buy a pair of Emericas or Lakais?
I don’t ever see people selling those shoes for cheap, which is what I’m going for. Maybe a new design too. They’re all bulky and pretty behind. I wanna see some wavey shit. Toe caps or some shit [laughs].
Christian: 16 – Seth: 18 – Jean: 18
What’s your favorite shoe brand and why?
Christian: Vans has a great culture associated with them, and Adidas makes a great shoe. I feel good wearing Vans, supporting that skate culture.
Jean: Adidas has the best comfort and board feel out of any sneaker.
Seth: Yeah, Vans has a great thing going with House of Vans, and Adidas uses the best materials for their shoes. Like with Adidas, you can land primo and not break your ankles. I don’t know how Vans would do.
What would it take for you to wear a smaller company’s shoes?
Seth: If more sneaker companies had places like House of Vans I think they would get more support. Everyone loves skating at House of Vans. Or if these companies did more events and give the appearance that they’re actually on the scene.
Jean: I’ve ridden éS before and would definitely ride them again.
Christian: I’ve ridden Emerica shoes before and I would wear them again if I came across them. I would probably wear Emerica shoes more often if they were easier to get. Like if they had their own store, I would go there.
James: 20 – Todd: 23
You guys are wearing Vans and Cons. What would it take for you to wear a smaller company’s shoes?
Todd: If they remade the Westgate. The ones that looked like running shoes. I had a pair of those, they looked like aliens and a spaceship.
James: When Stay Gold came out I really wanted Reynolds 3s. I would skate them if they were given to me. I’m definitely not going to buy them. I’m a creature of habit and these are my fifth pair of [Chucks] in a row.
So you’re less likely to spend money on a shoe if you don’t know what it’s like?
James: Yeah, for sure. It’s rare that I pay full price for shoes. I try to find some sort of sale.
Todd: Price is huge. These are my first pair of these, but I would not buy them from a skate shop for like $80.
What can companies like éS, Emerica, and Lakai do to make you want to buy their products?
Todd: I think they’re kind of screwed. It might be too late, honestly. Actually, the Ryan Lay shoes for Etnies look cool… I would buy them because he’s sick, but only for a homie price, like $20. I’m not going to pay full price for any skate shoes. I’ll spend money on non-skate shoes. I wear these Vapor Max shoes and I dropped like $150 on those.
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June 10, 2018 10:56 pm
id get any skate shoe brand as long as it $40 below.
June 11, 2018 1:53 am
Skating Cons now and the sole is dislodging from the outsole, on both shoes, not even near worn down on the bottom. Seen others with the same issue too. As well I’ve heard from lots of kids at parks that adidas suck and fall apart. Nike’s are straight if you can find a gum sole otherwise they wear away quickly. And yes all the vulc stuff is getting very old and boring. Vans have always been great but nowadays give me shin splits because they blow out in less than 2 weeks. I think we’re still a long ways from the dust settling. The big money will pull out eventually and hopefully what’s left will be brands that figured something out.
June 11, 2018 3:29 am
Had the same struggle with the Cons. Had to glue the soles in
June 17, 2018 2:58 pm
Interesting hearing and seeing diff people’s opinions on what brands and styles last for them – this is a very personal matter as everyone skates differently so how a shoe wears depends on how the individual skates. Hence why at the end of the day, as long as the skater has a the shoe/s that their stoked and happy on and it helps them skate to the best of their ability etc then that is ultimately ALL that really matters.
Because lets face it – ALL of these brands (core or non core) are in it for one thing – to make a profit! Lets not be fooled by that. Skater owned doesn’t mean fuck all because most skater owned brands aren’t giving anything back to skateboarding anymore than the so called big corporations!
June 11, 2018 10:29 am
Long time read, first time commenting…
Firstly go back, read the Mike Carroll interview Jenkem did a few years back and really take a look at the funny theory link, or if you couldn’t be bothered just look here – http://www.jenkemmag.com/home/wp-content/uploads/2016/05/CiWSO2WWUAEUWUW.jpg
Yes I do know where that came from and there’s a good reason names weren’t mentioned when it was posted, obviously it was funny then, but look where we are now? pretty fucking funny huh… But what if I told you the corpo’s have shot themselves in the foot? What if I told you the tides will turn, would you believe me?
Just like everything in this industry of ours, there’s always a time period and from where some of us are sitting, we can see it. There is no such thing as “Core” when it comes to big business and a lot of you are either too young to know or are too old that you’ve forgotten but a lot of these “core” brands you speak of have had their time in the light before.
Now look at the present state of skate shoes, some of the kids here blatantly admit to waiting for shit to go to sale, which happens from time to time, but how many of these big shoe companies do you find in chain stores, surf stores, online stores and fashion stores? How many of them do you see on sale? I’m not going to answer it for everyone, go look, but again, where I am, every dad trying to look young, every person with a franchise store in their area are all wearing the big name corpo brands and skateboarding is slowly starting to clue on that its not that cool anymore.
Popularity comes at a cost, now obviously to sporting companies of the corpo stature wont be too hurt by this, skateboarding is barely 5% of their revenue, cons and vans are on a different scale, but at the end of the day somethings going to have to give and the corpo’s wont give back to what they’ve pillaged from out industry and why should they, again its business, you’re not going to through money away just to say thanks to a bunch of consumers suckered in by 5 year planning and strategical marketing similar to crack sales.
Before someone comments oh he’s a core guy, I work for a major corp company (outside of skateboarding) but previously within skateboarding and they know its coming too, they’re just milking the short term till its done and then they’ll bail on backing anything that’s remotely core and just ride the next bandwagon… *cough* Olympics *cough*
Etnies, DC and even Lakai had their time in the limelight of commercial success on the outsider market, so maybe its time to look at ourselves and consider paying a little bit more for the guys who’ve been through it all, seen hows its done and have started newer brands like HUF, State, Diamond, STRAYE & Clear Weather (I know there’s more but you get the idea), if the fit doesn’t seem right, get some footprint insoles (seriously they be good) and support two at the same time?
or continue to back the corpo’s, I’m not trying to tell you what to buy anymore, but at least be yourself when you make the decision.
June 11, 2018 11:03 pm
Man, this article got me reminiscing and shit about the different shoes my friends I used to wear when I started skating 20 some odd years ago. Some shoes I loved the shit out of were the first 2 shoes Josh Kalis made for DC (especially the second one The Truth), Kirchart’s second shoe for Emerica (I remember those rubber toe caps being indestructible, no joke), Marc Johnson’s first shoe for Emerica, Jamie Thomas’ first shoe for Circa, the Rowley Classics (had a bunch of these, wish Vans wold rerelease these), and one of my personal favorites of all time Tony Trujillo’s second shoe The Dr. T (had a few of these, both high and low tops, but I especially loved the high tops, probably the best non-vulcanized shoe Vans ever made, in my humble opinion; they felt as supportive/protective as non-vulc shoes, but skated like vulc shoes; I wish Vans would bring these back sooooo badly, everything about them was so sick). I had other various shoes throughout my time, but all of these I remember being among my favorites. Also, I had a pair of Vision Streetwear high tops back in the early 00’s and I loved them. In terms of new shoes, I’ve never been into Adidas, but I did like the Nike Blazers when I got them. Nike makes a good insole.
Despite loving all of the above shoes, I’ve always been a Vans guy and I remember the Rowley Classics getting my turned onto Vulc shoes (pretty much love all Vans high and mid-tops). Vans was definitely ahead of the curve on this one (I seem to remember Cardiel saying this on his Epicly Later’d). That said, since when did Vans stop being considered a core skate shoe? They’ve been there since day one; the Z-Boys wore Vans; the Bones Brigade wore Vans; etc. I know they have tons of money and everyone and their mom wears the Vans Classics, Sk8 His, Slip-ons, etc., and they do collabos with major movies and other stuff, but in my humble opinion, Vans was always unto-themselves and separate from both the Nike/Adidas/Cons group and what this article refers to as core shoes group, i.e., DC/Emerica/Lakai/etc. I remember growing up, when people wore Vans you could easily tell the difference between those who shredded and those who did not; the ones who didn’t wore those crappy, nondescript Vans from Payless, the kind you would never find in the skate shop. Times have changed.
Also, on the topic of shoes, I wish Airwalk would make a comeback and rerelease the Jason Lees. Also, I remember back in like ’04 or some time around then Etnies rereleased Natas’ shoe from back in the days, my friend got them and they looked sick.
Anyways, I don’t care what people wear; whatever they like/find comfortable/works for them is cool by me. It’s their opinion; to each his own (which was the title of the Globe video ;-) I just wish there was a bit more variety out there.