by Zac Dubasik

The world of skateboarding hasn't exactly been quick to adopt new technology. Many of the genre's most popular models haven't undergone any major changes in decades. According to Nike though, the "Paul Rodriguez 9 Elite is what happens when skateboarding and technology dap each other up."

What kind of technology? For one thing, the shoe features the same hexagon-based Zoom Air introduced by the LeBron 12 which is intended to provide both the impact protection and flexibility skaters need. There's also Flywire, to aid in lockdown. Attention has even been paid to the placement of the laces. "I like that the laces are far back so you don't rip them too quick," Rodriguez explained. "The Nike Flywire helps keep your foot in place. And the Nike Zoom Air, with the impact that we take skateboarding, really helps protect the dogs.”

Rodriguez joins elite company with this release. Few athletes ever get their own signature sneaker, and even fewer have nine of them. And while MJ, LeBron, Kobe and Melo have beat him to it, Rodriguez is the first Nike skater to hit the mark.

Nike is kicking off the release with a humorous take on the "technology in skateboarding" dynamic with a video featuring comedian JB Smoove, seen below. 

The Nike SB Paul Rodriguez 9 Elite launches tomorrow, July 2, and will be available online at nike.com/skateboarding as well as at select retailers.