Nike escalates battle of the trainers with Air successor

Mark Kleinman,

May 21, 2003

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Nike escalates battle of the trainers with Air successor

LONDON - Nike has patented a trainer technology called Cage Zoom that allows runners to change the shape of their shoe during exercise.

Nike will unveil the technology in the UK next month when it launches its Swift and Spiridon-branded shoes, aimed at serious athletes.

Cage Zoom enables runners to extend the size of the air bubble in their heels, which can be inflated or deflated according to the runner's need for endurance or speed. Nike believes Cage Zoom, an evolution of the famous Nike Air shoe, will complement its other high-performance brands, such as Shox.

Initially on sale only in JD Sports outlets, Cage Zoom will be backed by PR and retail marketing support.

Nike's traditional marketing approach is to create high-profile ad campaigns with endorsement by its stable of athletes, such as US sprinter Marion Jones.

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Marketing