Stevie Williams Accuses Nike SB of Ripping His Likeness and Slogan

Skateboarding icon Stevie Williams has fired a serious shot at , accusing the brand of lifting his likeness and signature phrase ‘Run, Skate, Chill’ without consent. The slogan, deeply tied to Williams’ identity and famously used in his x TransWorld capsule, now appears to have been echoed in Nike SB’s new campaign – but with no credit or compensation offered.

‘Did Nike SB steal from Black culture or was it ?’ Williams posted to Instagram Stories, referencing the skate legend long associated with Nike SB.

In another Story, Williams doubled down:

‘Instead of paying homage to me as a cultural leader and brand owner, they decided to steal and run with this false narrative and not be authentic... They wouldn’t do that to Jay-Z or Jordan – but they think they can do that shit to me and my brand! That’s a hard fucking NO!’

‘Run, Skate, Chill’ is a phrase coined by Stevie Williams and first popularised through his work with , the skate brand he founded in 2002. The slogan has since become closely associated with both Williams’ personal identity and DGK’s broader mission – to promote underrepresented voices in skateboarding and reflect the culture and attitude of street-level skating.

Before founding DGK, Williams made history as one of the first Black skateboarders to rise to global prominence in a predominantly white industry. From early sessions at Philadelphia’s Love Park to breakout video parts with and Chocolate Skateboards, Williams built a career that reflected both technical skill and a deep connection to street culture. DGK, launched in 2002, remains one of the most authentic voices in the space.

In a statement sent to , a source close to Williams said Nike’s alleged appropriation ‘alters history and erases the real story behind one of skateboarding’s most influential figures.’ They also confirmed that Williams had no knowledge of the campaign, nor was he contacted or compensated.

We’ve reached out to Nike SB and Stevie Williams for further comment.