February 7, 2001

Nike, Inc. Consumer Affairs
One Bowerman Drive
Beaverton, OR 97005-6453

Dear Nike People:

I’ve been a Nike customer ever since I can remember. I have purchased well over $10,000 of Nike merchandise in my lifetime, and I’m only 13. I guess you can say that I’m a Nike fanatic.

You can imagine my overwhelming delight when I saw my first commercial for the new Nike Shox shoes. Finally, a shoe that makes the “boing” sound as you run. For years, I always had to make the “boing” sound by mouth every time my foot hit the payment, but being the shoe geniuses that you are, you guys had the vision to design a shoe that would finally make the “boing” sound. I ran out the next day to buy a pair, only to find out that no one had them.

Since you were also out of stock on your web site, I was forced to purchase a pair of Nike Shox R4, size 12, from Ebay. I had to pay $250.00 plus shipping to obtain them, but I figured it was worth it. That was, until the shoes arrived.

The day I received the shoes, I couldn’t get them laced up and on my feet fast enough. I ran out the front door, and it wasn’t but a second when I realized that something was wrong. They fit okay, they felt wonderful, but there was no “boing” sound. I ran in circles around my driveway, still no “boing”. I took them off to see if there were any visible defects, but I couldn’t find any.

At first, I got very angry. I thought that the person I bought them from must have some how taken the “boing” mechanism out before he shipped them to me. I figured I’d better e-mail him before leaving the negative comment on his Ebay account, but he assured me that he didn’t even open the box before he shipped them. He said he wasn’t even sure that the shoes made the “boing” sound. I knew better, I’ve seen about 1000 commercials advertising that they indeed make the “boing” sound. In fact, every one of your commercials are centered around the fact that the shoes go “boing”.

So now, I’ve apparently got a pair of bad shoes. Since I bought them on Ebay, I can’t take them back to the store. I don’t know what else to do but to write you guys about this. What do you suggest? Can I return them to you? I hate to think that I’m stuck with a $250.00 pair of “boingless” shoes. Please write me back and let me know what I should do from here.



Wants Shoes To Boing

Nike’s Response:

February 21, 2001

Dear Mr. Cuda:

We welcome constructive comments concerning our advertising and appreciate that you took the time to contact us. nike

The Nike Shox advertising campaign was created to dramatize the shock absorbing technology in the shoes and the springy feeling that users report while wearing the shoes. The word “Boing” best represents the essence of the shoe and the commercials bring this concept to life through the use of that sound.

Since you have worn the shoes outside, we unfortunately are unable to exchange them. However, I would recommend you to return them to the place of purchase.

Again, thank you for writing and we will forward your comments to our Advertising Department for their concideration. Consumer observations do have a vital impact on our market research and marketing techniques.


Gloria Nguyen
Specialist, Nike Consumer Affairs

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