Headlines

Nike Looks 'Under the Hood'

Inspiration for new shoe design is driven by cars

Published

23 years ago

November 27, 2000

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Citing its biggest design innovation since NikeAir (which debuted in the late 80s), Nike is hoping “Shox” will steer similar mass appeal.

While the Beaverton, Ore., company certainly isn't an athletic shoe has-been, increased competition from brands like Adidas, Reebok and Sketchers has shaved Nike's market share (from 47.6 percent in 1997 to 43.5 percent in 1999).

Introduced before Thanksgiving, the new shoe is modeled on car mechanisms and materials that provide a smooth ride. While Nike contends the new shoe is made for performance, not looks, there's no mistaking the cushioning shock absorbers at the open heel.

Shox's slogan simply reads “boing” and shoes retail for about $150 a pair.

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