Imagine a world where the squeak of sneakers on hardwood, the flash of iconic silhouettes, and the raw poetry of basketball style went undocumented. A world without SLAM. For three decades, this magazine hasn’t just covered sneaker culture; it’s defined it, as a cultural epicenter where legends are born and brands collide. But behind the glossy pages and groundbreaking collaborations lies a story of a high-stakes gamble, a near-miss that could have shattered the very foundation of SLAM’s legacy.
The 30-year-old magazine has been a game-changer, collaborating with brands like Nike, Adidas, and Puma. But did you know there was a time when SLAM nearly had to pick sides? At the center of it all was a $113.5 billion giant—Nike. The topic came up during a chat on BBALL RADIO, where SLAM Magazine’s Hall of Fame inductee, Dennis Page, took a trip down memory lane.
Back in 2000, SLAM had a low-key kicks section, nothing too organized—just a way to showcase sneakers to the readers. “We would take sneakers… show them to the kids, ‘What do you like?’” Page recalled, admitting he wasn’t exactly a sneaker aficionado himself. But as the coverage grew, so did the attention from advertisers. That’s when Nike entered the picture. By the sixth or seventh issue, the sportswear giant had joined forces with SLAM. Their first-ever Kicks issue? Practically a Nike takeover.
“It was all Nike product, if you remember. So they sponsored it, came out with it, and the other advertisers, non-Nike, bugged out,” Page revealed. The backlash was immediate—rival brands weren’t having it. “They were like, ‘This is not cool. If you do another one, we’re going to pull out from SLAM.’” That ultimatum changed everything. By the second Kicks issue, SLAM made sure to open its doors to all brands. After all, in a world where competition fuels greatness, playing favorites was never an option.
Despite the early brush with brand competition, SLAM navigated the rough waters of sneaker sponsorships with a deft hand, cementing its status as the definitive voice of the culture. And as the magazine marked its 30th year, Nike, the very brand that once threatened to monopolize its pages, returned not as a competitor, but as a collaborator. This time, however, the partnership wasn’t about control; it was a celebration.
Nike celebrated SLAM’s 30th Anniversary with a major collab
Nike took sneaker culture to another level when it came up with a special drop celebrating SLAM Magazine’s 30th anniversary—while also giving a nod to Penny Hardaway’s legacy. The brand went all out with an exclusive Friends and Family edition of the Air Foamposite One, blending history, art, and hoops culture into one unforgettable design.
What made this pair truly stand out? Eric Avar’s original design sketch finally made its way onto the Foamposite upper, bringing a piece of sneaker history to life. That swirling blue-and-white gradient wasn’t just for looks—it reflected Hardaway’s signature mix of style and skill, a perfect balance of performance and artistry.
The details further made this sneaker even more special. SLAM’s logos hit the tongue and heel, a fitting tribute to three decades of basketball storytelling. Had one looked closely at the heel pull tab, he would’ve spotted three vertical stars—a nod to SLAM’s legendary covers and Hardaway’s iconic feature. And for the finishing touch, custom insoles inspired by words from SLAM writer Scoop Jackson’s legendary Issue #30 add a personal, poetic flair.
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