words & images // Zack Schlemmer
As our latest issue of Sole Collector Magazine, The Skate Issue (47), makes its way to retailers, today I present a special edition of Vintage Ads with a selection of skate shoe advertisements of the past. If ever there as a nostalgic "golden age" for skate shoes, it would no doubt be the time period from the late 1990's to early 2000's when brands produced some of the most memorable skate shoes ever. From the pages of my old Thrasher issues come the following thirteen ads from that time period, with classic models like the éS Koston 1, Chad Muska's debut signature shoe with Circa, Rick Howard's first DC shoe, and the Emerica Reynolds 1.
Of course, the same time period also produced some overly teched-out skate shoe monstrosities that would make the Osiris D3 proud, which we'll see examples of in ads from Converse for the Chany Jeanguenin signature and the short-lived Savier brand by Nike. See the good, the bad, the ugly, and the obscure in the following ads from the golden age of skateboarding footwear.
DC Rick Howard Pro Model - 1997
Rick Howard's first signature model from DC has gone down as one of the all-time great skate shoes. It featured plenty of running shoe design influence with mesh paneling and reflective detailing for one of DC's most successful blends of skate and athletic aesthetics.
DC Iomi - Rudy Johnson Pro Model - 1999
Axion Aries - Guy Mariano Pro Model - 1999
Along with DC and éS, Axion was one of the more athletically inspired skate shoe brands with many models that could easily be mistaken for a running shoe. The Aries model in this ad being a perfect example.
Etnies Mike Vallely Signature - 1999
Converse Chany Jeanguenin Pro Model - 1999
éS Eric Koston 1 - 1999
Eric Koston's first éS model can easily be considered one of the top five greatest skate shoes of all time.
Circa CM901 - Chad Muska Pro Model - 1999
Circa footwear debuted in 1999 with the teched-out CM901 signature model for Chad Muska. Featuring visible air cushioning in the heel and forefoot, plenty of padding, and a secret stash pocket in the tongue,The Muska's CM901 was the first skate shoe to break $100 at retail.
Vans Mingus with Wade Speyer
DC Endeavour - Rob Dyrdek Pro Model - 2000
Before his days hosting shows on MTV, Rob Dyrdek was a real pro skater with signature models like the Endeavour shown here.
Emerica Andrew Reynolds Signature with Heath Kirchart - 2000
éS Koston 3 - 2000
Do you think Eric Koston was a fan of the Air Jordan XII?
Savier Ad with Brad Staba - 2001
Emerica Reynolds 2 - 2002
