NEW NIKE SHOE SPRINGS ONTO SHELVES
By Adnews Staff
Nike Inc., based in Beaverton, Oregon, is summing up the global launch of its new Nike Shox shoe with one word "boing." Sue Kuruvilla, public relations coordinator for Thornhill, Ontario-based Nike Canada Ltd., said the word, being featured in the product's advertising, sums up the feature of the new spring loaded shoe. Nike is launching the Nike Shox basketball shoe in retail stores this month with availability of the Nike Shox cross trainer and running shoes scheduled for December. The launch follows 16 years of research and development. Outdoor advertising, breaking Nov. 17, will be followed with television advertising and transit executions on Nov. 20. No print media has been bought for the Canadian market but Kuruvilla said Nike expects some spill over from advertising running in the U.S. market. Advertising was done by Wieden & Kennedy of New York. No adaptation was needed for the Canadian market. Public relations for Nike Canada is handled by Thornley Fallis Communications of Toronto.