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The former Nike air cushion was formed in a resilient synthetic rubber layer which formed by pouring the air gas into a resilient synthetic rubber under a high pressure. Air-Sole was a “mean” air cushion, which had a balanced performance in the cushioning ability, stability performance and reaction speed performance. And this technology is widely used in a variety of sports shoes even today.Visible Air-Sole: This kind of air cushion was made the Air-Sole into a visible type, such as the heel portion of the AIR JORDAN 3 was used this visible Air-Sole. Being regarded as the transitional form between Air-Sole and Max Air, Visible 180 Air-Sole can perform a good damping force and a perfect visible impact.The early Air Max was launched in the year of 1994, which appeared as the shape like the U-shaped, and changed into multi-sealed chamber Air Max and the trachea-shaped Tube Max Air. It possessed a multi-interval which was in multiple pressures, with a 5PSI pressure in the low pressure zone and 25PSI pressure in the high pressure zone. Air Max cushioning ability was very strong, can provide appropriateness protection to your feet and your knees, but may cause the loss of machine power. Running shoes and basketball shoes were always adopted this kind of technology.The only 4-8mm thickness air cushion-Zoom Air was an air cushion by using a three-dimensional fabric to keep its flat shape, and not it would turn to a ball shape, with the air pressure of 20PSI. The damping effect with an excellent sense of site sensitive rebound effect and excellent acceleration, Zoom Air was widely used in extensive outside basketball shoes (such as FLIGHT series, the AJ series), and speed of running shoes (such as Air zoom Miler). Visible Zoom Air: The external visible Zoom Air was with greater capacity and better cushioning performance.The Tuned Air: An integrated cushioning contained a hemisphere-shaped cushioning system to provide maximum force protection, stable and comfortable foot feeling, and its hemispheric body deformation can provide a changing air pressure. TN Air contained the PBAX thermoplastic material which can provide a fast reflection, rubbing, and lightweight, flexible and suitable feet feeling for the appropriate thickness characteristics, its hemispheric body pressure was 20PSI and the cushion pressure was 5PSI.The total Air: This kind of air cushion can be regarded as the larger version of Max Air palm, with 1.5cm extra length in the fore palm. Total Air Foamposite Max, namely “Steel”, was the most typical example of Total Air Cushion.SHOX: The special highly elastic foam materials (advanced PU materials) damping elastic column and double TPU trays jointed the Mid-sole mechanical damping technology. The SHOX may have different functions when applied in basketball shoes and the running shoes.  SHOX system can provide perfect damping performance, but people who are under the weight of 70kg can not have obvious feeling, and this system is widely used in all kinds of sports shoes. The simplified version of SHOX-the IMPAX changed the columnar bottom into a horizontal punch technology to perform an excellent damping and stability performance.Nike developed IPS system which an provide relatively independent and organic complexes cylindrical shock absorber for the research and development of Air Jordan XX shoes, under the help of 20 pieces Phylon material with different density, thickness, size and location.

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Nowadays, image stands for all things, Nike brand is one of the most famous brands that most people know it in the world. Learning the sign of Nike can help us to competence more about Nike success and its corporation culture as Nike become a ubiquitous business brand. Because of Nike’s popular, many people not know the name of the company but its symbol, without say any word they will know Nike when they see the symbol.Nike turns to a great brand so that it can raise its brand value, its prestige and its business place. Nike’s brand is more popular than any other sports goods companies. To prove this point, you can just ask someone what is the symbol of other sports brand. Their brain must be blank. People do not know their brands at present. To give a deep impression for people, the budget of the company’s advertisement and marketing reach ten percent of annual income.How is it that symbol is vital to company culture?. It is the reason that it has close relation to American wisdom “just do it”. The key to Nike success is not because it sells shoes, it offers people a way of life. Whether you are a sportsman or not, this symbol’s encouragement and the philosophy of enthusiasm and determination are all relative to everyone. Consumers are stimulated by a motivation language of Nike. Nike make everything is possible despite the color of your skin and hair or the difficulties your meet. It tells people we should exert ourselves, clarify our direction and take actions. On the back of the “just do it” existing an American ideology. As time going on, this ideology turns to an aspiration, which can provide people a fair area to contend for a good life. We can date back to the spirit of American pioneers and their eagerness to succeed. There is no doubt that Nike made the American’s dream come true. From Nike, our consumers know that if we want to beyond others, we should make a decision and always persevere with it. Nike has created its own character and approach by the people’s eagerness to success. By means of using a very simple advertising punch line, it succeeds in putting a life attitude in the goods.Nike will inspire every athlete in the world, offer the best products for people, as glorious task. Sport is the language of Nike, during thirty years, the company has devoted to offering everyone chances. For Nike only using the advanced technology can produce the best products. So all along, Nike put a lot of manpower and material resources for new products development and research. Nike has brought about a revolution, as created Air technology to the sports world. To use this technology to produce shoes, it can well protect the athlete’s body, especially the ankle and knee, to prevent its movement as violent sprain, reduce the impact, and wear on the knee. This kind of shoes becomes the rage at the market while using air cushion technology. It is very popular in both consumers and athletes.

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