Nike spent 16 years developing the technology for its Shox sneakers, which sit on cushioned rubber columns. While the high price point ($150) and futuristic style initially turned off customers at a time when cheaper, vintage-looking sneakers were coming into vogue, Shox eventually became a mainstay. In 2005, it was a key driver behind the company's 11% increase in footwear revenues. Nike recently sued Wal-Mart, accusing the big-box retailer of selling an illegal knockoff.
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