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15. Vince Carter
photo by David Cooper/Toronto Star via The StarWhen a great player creates an unforgettable moment in a particular shoe, the legacy of that piece of footwear is undeniably heightened. Such was the case with Michael Jordan taking his “last shot” in the Air Jordan 14, Dee Brown’s promotion of the Reebok Pump Omni Zone in the ’91 Slam Dunk Contest and Kobe Bryant’s 81-point game in the Nike Zoom Kobe I. These moments are cherished forever, and everything about them are remembered, including the shoes that were worn. Yet, Vince Carter‘s feat in the Nike Shox BB4 might be the greatest example of how one athlete’s moment can greatly impact the trajectory of a particular shoe’s success.
During the 2000 Olympics, the 6’6 Vince Carter, wearing the Nike Shox BB4, drove to the basket, took flight, and dunked over on Frederic Weis in what may be the most memorable Olympic basketball moment ever. The U.S. team went on to win the gold medal that year, and the “le dunk de la mort” would go on to be the most talked-about moment during that Olympic basketball run.
With his freakish athleticism, Carter became the rightful poster boy for Nike Shox technology. The commercial and critical success of Vince Carter’s backing of the Shox BB4 eventually led to the birth of Carter’s signature line, which lasted for five seasons.
There’s no doubt that Nike’s Shox technology itself changed the footwear game forever. In 2000, the shock absorbing and energy returning system was futuristic in terms of Nike cushioning technology for the new millennium. The Shox “springs” gave the shoe an innovative look and designer Eric Avar, who was inspired by space suits for the upper, helped create an irrefutable iconic silhouette. But it was Vince Carter’s dunk that elevated the Shox BB4’s importance.
-George Kiel III
