Nike

The simplest way to explain a revolution

Nike Shox was a big deal. The most significant sneaker technology since Air. Springs built into the sole that delivered real energy return. Bounce you could actually feel. But explaining foam densities and energy transfer doesn’t exactly get people excited. We needed to make people feel it before they ever tried it on.

The insight was about simplicity. The best ideas often come down to one thing. One word. One sound. We landed on “boing.” That’s it. The cartoon sound effect everyone knows. The feeling of bouncing captured in a single syllable. It was playful, unexpected, and impossible to forget.

I helped bring Nike Shox to life with a campaign built around that mnemonic. We pulled music from The Electric Company for nostalgic energy. The visuals were bold and graphic. Silhouettes. Word blends. Athletes bouncing effortlessly. It felt more like a Saturday morning cartoon than a sneaker ad. And that was the point. We weren’t selling technology. We were selling a feeling. The TV spots, digital content, and retail displays all hit the same note. Fun. Simple. Boing.

Over 10 million views in the first month. 25% increase in Shox sales. And a campaign that people still remember. Nike Shox didn’t just introduce a new technology. It introduced a new sound. One that stuck.