Nike, Inc. launched the Nike Dunks in 1985 as a line of product positioned side by side the Nike Terminator. The plan was to bend the basketball shoe market a bit introducing colors instead of the usual white pair with black swoosh. They had their eye on the target and Nike knew what to do.
The Nike basketball shoes were really intended for the basketball players. Nike had the shoes designed with a lower profile outer sole compared to the previous shoes. The objective was to offer shoes that are lighter in weight, closer to ground, and equipped with better paneling for improved performance. The enhancements were made so that the player can attain optimum pivoting and blocking.
To market the new line, a program called the College Colors was launched in various colleges and universities. Selected schools were signed up for exclusive Nike sponsorship. The jerseys were to be matched with the Dunks that will be provided for by Nike.
The eight schools that were chosen for the Dunks program included University of Maryland, St. John's University, Syracuse University, Villanova University, University of Iowa, University of Kentucky, University of Michigan, and University of Nevada.
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