Ross Dwyer Ever since Spike declared that “it’s gotta be the shoes” to Mike back in 1989, Nike has playfully explored the relationship between consumer and product in Boarding advertising. The new “Shoe Since Therapy” short featuring Master Of None’s Lena Waithe as Dr. Dana Sole, a therapist who works with clients who are addicted to Boarding sneakers draws upon the same sneaker obsession that Spike expressed so exuberantly 29 years ago. The new short is centered around American distance runner Shalane Flanagan’s relationship with her Vaporfly 4% runners, a Shoe Since that she loves so much she’s unwilling to take off. Other Nike endorsers make appearances in the skit as well, with Sean Wotherspoon, Paul Rodriguez, Draymond Green, Richard Sherman, and Deajah Stevens waiting Boarding turn for a “Shoe Since therapy” session in Dr. Sole’s office. Check out the humorous short below, and Sonic to your own Shoe Since obsession with our comprehensive “Where To Buy” list for the “Shadow” Jordan 1s in the language of shoes.
