In a seemingly unprecedented move, Active Ride Shop has decided to drop Nike from their shelves. Located in sunny Southern California, the birth place of Skateboarding, Active questions Nike's dedication to the cause and has consequently pulled the plug on their partnership. Coming hot off the heels of the news that Kanye has left the swoosh in favor of Adidas, one cannot help but wonder how many others are soon to jump ship. This info comes from bobbyhundreds IG account, and you can read his words for yourself below.
"Wandering the sneaker aisles of the Active Ride Shop warehouse and distribution center in Mira Loma. The skate/snow/street retailer recently stunned the action sports community by dropping Nike from their shelves. The move was intended to question the Swoosh's dedication to skateboarding as a culture and lifestyle, confront it's mass commercialization, and maybe most importantly, bolster the platform for authentic skate shoe companies and indie brands like ours who have been eclipsed by the corporate giant over the past several years."
It is important to note that Active has recently filed for bankruptcy, lending credibility to the theory that mounting bills owed to Nike and a constant stream of unsold shoes played a major role in the decesion to stop carrying Nike products. This is certainly not the first time we have seen skate shops get into financial trouble from contractual agreements with Nike that resulted in the shop having to buy more product than will sell, and chances are it will not be the last.