The Sneaker Tech That Struggled to Find its Footing: Part II

Sometimes, shooting for the stars can land you flat on your ass. The sneaker industry is always striving for greatness and has delivered countless innovations that constantly fuel our footwear obsessions. But for every game-changing success story, there are just as many moon shots that missed the mark. In this series, we take a look back at the starry-eyed sneakers that despite their high hopes, fell short. Join us as we unbox the flops, missteps and near-misses that pave the interminable path of progress.

Nike Shox (2000)

A 2000s-era misstep that later became a cult favourite, the introduced futuristic, spring-like columns in the midsoles, promising state-of-the-art energy return and cushioning. But while sneakerheads were initially hyped for the launch, it soon became apparent that Shox wasn’t delivering. The pillars were clunky and uncomfortable and the heavy weight made the shoes largely impractical for athletes of all persuasion. Not even Dunk of Death in the Shox BB4 at the 2000 Sydney Olympics could propel the Shox line into the market. In recent years, the Shox has enjoyed an unprecedented resurgence thanks to die-hard Y2K nostalgia, timely collaborations, and celebrity co-signs. Nike also astutely upgraded Shox to make the shoe much more comfortable. Once trumpeted as the successor to the empire, the Shox found itself among the next generation of archive-dwelling cool kids going against the grain. One of the ultimate ‘style over substance’ pieces of footwear lore.

Nike Air Max 720 (2019)

Everyone remembers where they were when the megalodon breached the market in 2019. Equipped with a universe-expanding Air Unit (the tallest in history at 38mm), the bonkers dimensions of the Air Max 720 was hamstrung by the fact that it was only ever positioned as a lifestyle silhouette as opposed to blending performance attributes. In some ways effectively pre-empting the meme-ification of sneaker culture that would follow in the ensuing years, we’re still consistently reminded of the 720 thanks to the widespread market success of the Air Max 270, a much more subdued iteration of Nike’s patented Air tech. Paradoxically one of the more comfortable eyesores you’ll ever lace, the 720 was nevertheless practically impossible to walk normally in (cue video of dog wearing sneakers), with wearers consistently ramming the rear-end. Marred by its janky hovercraft visuals and stark impracticalities, the Air Max 720 was a short-lived spectacle that burst promptly after its arrival.

Converse React Juice (1993)

No doubt one of the more intriguing design concepts of the 1990s, the React Juice featured gas-charged fluid that would flow through the chambers (regrettably called ‘bladders’) within the shoe. The technology was paired with a visco-elastic compound in the heel, which dispersed the shock of impact. Featuring alongside the Converse ERC 260 and the tech was worn by NBA players like Larry Johnson, who even cross-dressed as ‘Grandmama’ to spruik the shoe. Some designs showcased transparent windows so sneakerheads could get up close with the liquid. Despite all the hullabaloo, the React Juice ultimately faced its fair share of criticisms and challenges, including reports of leaks and breakdowns in the liquid system. Designed to compete with flashy new tech like Nike Air and the React Juice ultimately wasn’t worth the squeeze. Hell, if ‘Grandmama’ can’t force you to guzzle it down, no one can…

adidas Megabounce (2005)

tried their hand at spring-loaded cushioning technologies in the mid-2000s with the launch of Megabounce. Specifically built to compete with Nike’s Shox technology (an innovation that ironically also struggled to maintain a foothold in the industry), the Megabounce was designed to provide maximum energy return via large, visible rings in the sole that compressed under pressure and then sprang back to offer the ‘bounce’ effect during running. But like other audacious technologies of the era, the Megabounce ultimately failed to catapult into the mainstream. Frequently derided as a gimmick as opposed to showcasing real performance benefits, the Megabounce was also marred by several design oversights, including heavy construction (a particular complaint among runners), a stiff ride, and inconsistent mechanical cushioning. These factors, combined with the fact that several other successful foam-based cushioning systems debuted in the ensuing years, including the widely popular tech, ultimately rang an early death knell for the Megabounce.

Nike Air Pressure (1989)

Want to look like the baddest kid on the block? Try lugging around your very own external air pump. Reared to lock-horns with Reebok’s popular Pump technology in the late 1980s, the Nike Air Pressure featured a pressurised air bladder in the collar and actually came with its very own inflation pump and plastic carry case. The handheld pump connected to a nozzle at the back of the sneaker, allowing wearers to inflate the ankle area for a custom fit and enhanced support. While the technology sounded promising, the Nike Air Pressure deflated thanks to a myriad of issues. First was the price tag. Slapped with a steep $190 RRP, the Air Pressure was considered especially expensive at the time, particularly considering that rival brands were offering similar technology at a much more affordable price point. Many sneakerheads also found that pumping air into the collar was cumbersome, impractical and overly complicated. This, paired with durability concerns and hulking weight, ultimately crushed the Air Pressure shortly after its arrival.