Stevie Williams, now known as Lord Williams, is calling out corporate giant Nike for what he says is outright theft of his slogan “Run, Skate, Chill” and failure to give him the respect he deserves.
According to Lord Williams, Nike is using the phrase in a new campaign tied to Eric Koston’s Air Max 95 without crediting its original source or acknowledging the cultural weight behind it.
The phrase “Run, Skate, Chill” was not a recent creation.
It originated in The Reason, a video part Lord Williams filmed for Transworld back in 1999. It was more than just a slogan.
Nike SB Posted:
"Meet the Nike SB Air Max 95. Born from the streets. Recreated to be skated."
It reflected how he lived, moved through the streets, and influenced the culture around him. It captured a way of life that spoke to skating, style, and everyday hustle.
In a statement, Lord Williams expressed deep frustration over what he sees as Nike SB’s decision to sidestep his legacy in order to profit off something he created.
He believes Nike took his original phrase and used it to sell sneakers without honoring its meaning or the person who brought it to life first.
“Nike's empire was built on Black culture and running shoes,” he said. “Iconic African Americans, street culture and giving homage that paved the way not just for their brand but for Black culture, Black athletes, Black artists and they made billions.”
Lord Williams explained that growing up, Nike was something you wore because of the icons who wore it. Figures like Michael Jordan, Bo Jackson, and Deion Sanders made Nike more than a brand.
It was a symbol. It was a source of pride. When Nike stepped into the skateboarding world, many assumed that same influence would carry over.
But it didn’t. According to Lord Williams, Nike SB has failed to honor the culture it draws from, especially when it comes to the voices of those who helped shape it.
He was one of the first skaters to wear the Air Max 95.
It became a part of his identity and influence in skateboarding long before Nike SB made it part of their official image. “Run, Skate, Chill” was not a brand tagline for him. It was a part of his reality and the communities he stood for.
Now that same slogan is being used to promote Koston’s collaboration with the Air Max 95, and Lord Williams says it happened without any discussion, acknowledgment, or credit.
“Nike is a brand that knows the importance of giving back to the community and also being fair with equality,” he said. “But for some reason, Nike SB doesn’t embody those same principles.”
He believes Nike deliberately left him out of the picture, choosing to market something he created under someone else’s name.
To him, that is not only disrespectful but dishonest. It’s the kind of move he says Nike would never pull with major cultural icons like Jay-Z or Michael Jordan.
“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,” he said. “They wouldn’t do that to Jay-Z, or Jordan but they think they can do that sht to me and my brand. That’s a hard f**ing NO.”
Lord Williams has been a foundational figure in connecting street culture and skateboarding. His impact has influenced generations of skaters, especially young Black skaters who saw themselves reflected in his work.
The fact that a global company like Nike would borrow from that influence while ignoring the source is more than just a missed opportunity. To him, it’s a clear choice to take without crediting and to profit without giving back.
As of now, Nike has not addressed the accusation. Lord Williams is not waiting for a reply. He’s making his position known. He is not asking for a seat at the table. He is demanding what he already built.