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Nike was born in 1972, but the business of footwear with the founders had been going on for nearly 10 years before Nike made its first shoes. Blue Ribbon Sports was the original name for the company which later became Nike. BRS began by importing lower priced Japanese made running shoes and reselling them in Oregon. By 1972, Nike was producing its own shoes and the brand was born. Nike, today, is the world leading athletic footwear and apparel seller. In fact #2 and #3 do not even total the revenue that Nike pulls in every year. The most respected part of Nike’s line is the athletic footwear made by Nike. Take a look at the Nike shoes above to learn about the great shoes Nike produces. Shox is technology developed by Nike and incorporated into several of their flagship athletic shoes. Shox are small hollow columns that make up the midsole of the shoe. They are mostly made of rubber. There are many different formations that Shox come in, but they usually come with four circular columns in a square formation for maximum cushioning. There can also be five or six Shox that vary in height, and triangular and rectangular Shox that provide better stability. Some shoes have midsoles made entirely of Shox, like the TL series.