Back in 2023, when Nike teamed up with Jarritos for the Nike SB Dunk Low, it wasn’t just another hype drop. It was citrus-soaked and full of Mexico-meets-skate-culture magic. And for those of us in El Paso, it was pretty cool too.

Jarritos may have been born in Mexico City in 1950, but its entire U.S. operation is based right here in the Sun City. Around here, cracking open a Jarrito feels as normal as triple-digit summers. So when this Dunk dropped, it felt like both worlds were being represented at once. Mexico’s favorite soda. El Paso’s adopted beverage. One very clean sneaker.

A Dunk That Actually Deserved the Hype

Courtesy of Jarritos/Nike

Courtesy of Jarritos/Nike

Even GQ’s Adam Cheung asked the question out loud: could this be the best sneaker of 2023? Sneakerheads didn’t hesitate. Yes. Absolutely.

The design was thoughtful, not gimmicky. An off-white leather upper wrapped in beige hemp overlays inspired by the original fruit-harvesting canvas sacks used for Jarritos flavors. A green canvas Swoosh. Co-branded heel embroidery. Custom insoles showing off classic flavors. A tearaway canvas layer revealing safety orange underneath for the skaters who actually skate their SBs.

Retail was reasonable. Resale was… not.

Pairs started climbing almost immediately, floating from $400 to $800–$900 in larger sizes. The special box with co-branded Jarritos bottles? Still hovering above $1,000 on the aftermarket. Because of course it is. Scalpers need boat payments too, apparently.

Are they worth double retail? For some, absolutely. Hometown pride plus cultural legacy stitched into a Dunk Low is hard to pass up. For the rest of us, we’ll just stare at StockX like it’s Zillow for shoes and quietly close the app.

Then Jarritos Said, “Let’s Do Something Even Wilder”

In 2024, Jarritos celebrated its 74th anniversary with “Soles Flavored by Culture,” commissioning six independent artists to create one-of-one Nike SB Dunk Lows inspired by different flavors.

Six shoes. Total.

The Pineapple pair glowed in citrus yellow with rope laces. Fruit Punch featured a swoosh crafted from a traditional sombrero design. Mandarin, won by a reseller in El Paso so potentially no longer in El Paso, popped in orange and teal with a playful heel patch and a subtle “1950” tag. Lime was understated elegance. Mexican Cola went full graffiti chaos. Guava Huichol honored traditional beadwork aesthetics in kaleidoscopic color.

Each pair was raffled off for free. No bots. No resale link. Just luck.

Most of those customs are still floating in mystery, which honestly makes the lore even better.

The Jarritos SB wasn’t just another limited drop. It was a sneaker that connected Mexico City to El Paso, skate culture to soda culture, and everyday people to something that felt genuinely special.

Sold out, overpriced, but iconic af.

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