Nike Skateboarding, also known as Nike SB, is a powerhouse company influenced by skateboarding, technology, and perfection. Nike SB has become one of Nike's hottest and most exclusive products with a royal following of sneaker heads and skaters. Nike SB also has a full team of riders lead by their signature athlete Paul Rodriguez. However, Nike SB has made its way into urban pop culture due to the rare and often deadstock and limited sneakers they make. The collections include increased padding, center low gravity, triple stitching and Zoom Air insoles.