Nike SB | Doyenne

Back in 2017, the founders of Doyenne saw a void in their local scene and quickly mobilized to fill it. Seeing a lack of diversity and representation at skate parks, the streets, and, most importantly, the absence of a safe space for new skaters to express themselves, they started by organizing a skate meet-up in the brand’s hometown of Glasgow, Scotland. The impact of those early sessions sparked their project to become a full-fledged brand with the goal to represent and inspire the community around them and abroad.

As a women-led brand, Doyenne acts as a collective entity comprised of skaters, artists, activists, and creatives, using the brand as the rallying force to mobilize and amplify women and non-conforming genders in skateboarding. Along with their events, fundraising, and activations, Doyenne designs clothing and product with a purpose, focused on creating gender-neutral products made with an ethical and sustainable mindset.

We spoke with Doyenne to understand their mission, ethos, aspirations, and how their pointed visual and ethical point of view informs the brand and its community as well as their recent collaboration with Nike SB.

Directed by Debora Maité
Filmed by Yentl Touboul
Art Direction Doyenne Studio
Edited by Eric J Liddle
Produced by Wasted Talent
Music Larry Gus

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[Martin]

I watched most of that thinking “man, wherever that was shot it looks miserable as” it wasn’t until the double decker drove past that I realised it’s where I live. I also don’t understand why they were wearing painter and decorators cast offs.

[floppy_sock]

So, this is a video promoting inclusivity, diversity and inclusion in skateboarding? Making skateboarding attractive and accessible all regardless of identity or background..and yet it's promoting £130 trousers..what is inclusive about that? Little Johnny (or Ginny, they've not quite worked out who they are yet) isn't watching this thinking "wow. I can be just like that" they are thinking "damn. My parents could never afford that"..which is kinda..exclusionary. Don't see Nike SB exposing or considering the lack of diversity with regard to socio economic placing..so yeah..this isn't inclusivity, it's a corporation manipulating minority for its own monetary game

[tonytucka]

Why are people who can’t skateboard getting Nike sb commercials?

[RealBoboza]

People in the comments hating, ITS NOT THAT SERIOUS. Stop bitching😂

[XxphantomlordxX]

I could tell by the thumbnail this was gonna be whack as fuck

[chaaaaaaaasby]

Please do not represent skateboarding as an accessory to a lifestyle brand. If the roots of your brand is skateboarding, focus on skateboarding, and represent the diverse group of skaters out there who actually try to rip, which shows appreciation and respect to the culture you're trying to reform.

[VinnieCskate]

Take me back to the Debacle Nike days.

[FlipFBOfficial]

Im happy im Not the only one who thinks this is bs

[TechTutor]

would be nice if u had an actual skate team doing actual tricks lmao

[poserboy]

Would be nice if u do a video only with giorgi armani maybe for the german and berlin skate market

[MissingScrew]

I love how the description answers exactly the angers of the incel virgins in the comments, but these guys are still here with 0 understanding of how a business works

[imusic]

It’s not like the people in the video are being made pro or anything they are modeling product that is a collaboration with a company that they have ties with, , there’s another 100 of videos of pro skaters shredding like fuck on nike sbs channel just click on that content if that’s what you would like to see.

[KLuxury]

Welcome to the world of inclusion: where core skating has taken the backseat to pander to lesser talent

[mattfontana]

nike skateboarding and random people who can't skate

[vitalidadechannel]

time to experiment, skateboarding these days is stronger ground for any other culture to experiment with....without limits

[skweemish]

So many mad dudes in the comments lol. Just go away.

[WickedGames]

I love how the comments are full of real skateboarders who are sick & tired of corporations using our aesthetic on tokens of “inclusivity” for monetary gain, when they have nothing to do with our community or culture.
This affirmative action BS needs to stop! Just because you can ride a board, doesn’t make you a skater. The same way, bouncing a basketball doesn’t make you an NBA player.

[laitsiberre]

Love the visuals and the models look amazing !! I might need those shoes!

[directives]

low level skating in a video that takes itself way too seriously

[_....J........................]

"Sports" fans everywhere are delighted with this mood.