Magazine article Marketing

Nike to Back Shox Launch with [Pound]10m

Magazine article Marketing

Nike to Back Shox Launch with [Pound]10m

Article excerpt

Nike is to put at least [pound]10m behind the UK debut of a new brand called Shox, in its most important product launch since Nike Air was unveiled in the UK in 1987.

Shox, which last month had a soft launch in the US, will be positioned as the most technologically advanced shoe available. Nike has been trying to keep details of the UK launch secret, but Marketing can reveal that Shox will be introduced here early next year.

The launch will be backed by a sustained through-the-line push. Nike's UK ad agency, Wieden & Kennedy, has been briefed to develop a TV and outdoor push, planned for February, while Claydon Heeley Jones Mason is believed to have won a place on the Nike roster to promote Shox below-the-line.

The range will include models designed specifically for running and basketball, as well as a cross-trainer shoe.

The Shox shoes have been engineered to incorporate specially made foam normally found only in the shock absorbers of Formula One cars to add spring and flexibility, maximising performance. …

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