Nike just knows. It knows that despite its sporadic or entirely absent dedication to cardiovascular fitness, the bogan requires a pair of high performance running shoes. And not just a pair of sleek, low profile running shoes – the bogan wants to obnoxiously trumpet their purchase to anyone within a 10 metre radius. For this reason, like some sort of conscientious lyrebird, they are drawn to running shoes with bright colours, jagged lines, shiny bits, and gimmicks.
But Nike already knew this. Way back in 1987, they released their first Air Max shoe. Coupling a highly visible cushioning technology with the use of letter X proved to be a lasting winner with the bogan, who does very much enjoy taking things to the max. Despite often being many kilograms over an ideal running weight, the bogan was, and is, willing to fork out well in excess of $200 for a shoe that is 50 grams lighter than a shoe $100 cheaper. Using this reliable mathematical formula, the heavy set bogan is willing to pay $20,000 for the honour of losing 10kg by running around a local park three times a week for 6 months. It even has the ideal shoes for the task. Even better, some of these shoes come with what appear to be very large springs attached to the heel – a clear indication of the shoes’ ability to add to the bogan’s ‘mad hops’.
But alas, the bogan is rarely seen running around anything, with one exception. In 2007, British police data revealed that 5 of the top 6 footprint patterns left at crime scenes were those of Nike Air Max shoes. Just as the British tiprat favours taking things to the max, its Australian cousins at the criminal end of the bogan spectrum are also regularly seen sprinting their Air Maxs up the street with an Xbox under one arm, and a DVD player under the other. You see, after spending $250 on its athletic shoes, the thieving, wheezing bogan sees itself as too cash-strapped to instantly purchase its own DVD player.
Like all truly great companies, Nike was not content to rest on its laurels. In 2001 it pioneered a new method to vacuum new dollars from the bogan. “Nike Shox” contained the requisite X, and added a misspelling to up the x-tremeness level. The Shox themselves are rubbery cushioning columns in the sole of the shoe, with unenclosed gappy bits around them for max x-treme visual impact. The new technology allowed Nike to charge a higher price, one which the bogan was quite content to pay. There has been a gradual increase in the use of Shox technology in Nike’s high end sports shoes, making its entry into a) the criminal’s most-loved list, and b) the local Fitness First, all but certain.