The Rise and Fall of Nike Shox: What Happened?

Nike Shox Technology was one of the most exciting reveals Nike has ever done in their history as a innovative sportswear brand. It was suppose to be the follow up to their legendary Air technology. In fact, the history of Nike Shox dates back all the way to 1984. Nike designers like Bruce Kilgore (designer for the AF1) worked on the design for Shox for nearly 14 years! In this video we take a closer look at the history of Nike Shox and why it ultimately failed to capture the market like Nike Air did.

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