Nike Shox is a support system feature in several of Nike’s flagship sneakers, first released in 2000. The design is an arrangement of primarily polyurethane hollow columns in the midsole supporting the shoe's heel. Most models include four circular columns in a square formation to provide stability. Later variations sometimes added one or two additional smaller shox, or changed to triangular or rectangular formations. Overview Nike claims that Shox not only absorb impact from heel strike while running, but the company also claims they "spring back" and add more power to a runner's stride. Aside from this alleged boost in speed, the Shox is supposed to provide superior shock absorption with high-tech elastic foam. The newer Shox series is compatible with "Nike+ technology." The Nike Shox Saya+ is the most recent Shox with this feature. The new Nike Shox Q'Vida Hi shoe is a new woman's "dance boot" implementation of Shox. Actor Hugh Laurie of Fox's House is said to have 37 pairs of size 12½ Shox that he wears on the show and off set. Comedian Jerry Seinfeld is also a fan of, and wears Nike Shox. Some of Nike's best-selling shoes include Shox, like the Shox NZ and Shox Turbo, which are available in different colors. These shoes can be found for customization on NikeID, Nike's online shoe customizing site. There are numerous options like different colors and materials for the Shox, along with custom tags. On February 17, 2006, BBC News reported that Nike had filed a patent infringement suit against rival Adidas, claiming that a range of their trainers replicated its technology. Timeline In 1984, designer Bruce Kilgore began researching the Shox project design. Inspiration for the shoe is said to have come from viewing indoor track sprinters appear to "bounce" after impacting the surface of the track. Nike developers experimented with many materials that were unable to provide the runner with sufficient support and also returning a small portion of energy to the runner following impact with the ground. Ultimately, polyurethane was developed as the key component to the Shox system success. 2000 Nike released the first Shox based shoe. The shoe attracted considerable excitement due in part to the timing of its release. The new millennium energized consumers with hopes for new technologies, which contributed heavily to Nike Shox' early success. During the 2000 Summer Olympics, the brand saw a tremendous boost in popularity