The latter part of the 20th century and the first part of the 21st century was all about celebrity endorsements and limited editions. Nike Jordan brand released retro editions of the classic Air Jordans and continued to release new models. Bill Bowerman, father of Nike Inc. died in December 1999, but Nike kept going strong to release a revolution cushioning system called Nike Shox. Reebok, in a bid to strengthen their sales, forms an unheard of partnership with various music artists to create their Sound and Rhythm line.
The first Nike Air Max shoes are released, giving athletes their first real introduction to the Nike Air cushioning. Nike also releases the first Air Cross Trainer, a shoe cushioned enough for aerobics and court sports.
Puma releases its Trinomic sport shoe system.
Puma introduces its high-tech PUMA disc system sport shoe.
PUMA introduces the first foam-free midsole with PUMA CELL technology.
Bauer Nike Hockey is formed, dedicated to producing quality footwear for hockey players.
Basketball star, Vince Carter, is name NBA Rookie of the Year.
Nike co- founder, Bill Bowerman, dies in December.
Sales of Nike Golf products soar after Tiger Woods switches to Nike golf balls wins three majors during the season.
Nike introduces the Nike Shox, the most advanced support technology. The Shox system is based on columns of specially engineered foam that provide superior impact cushioning thus creating a new revolution in shoe design.
Nike acquires long-time shoe manufacturer, Converse, Inc.
Converse re-issues authentic presentations of classic athletic performance shoes such as the Chuck Taylor All Star and the Jack Purcell. These editions are now popular with fans of nostalgic fashion and those wanting to return to the purity of past sports eras.
Reebok releases several editions of their popular G-Unit from their Sound and Rhythm line; a never before seen partnership of music and footwear.
Jordan Brand celebrates its 20th anniversary and the Jordan XX was released. German based Adidas acquires rival company Reebok in an effort to compete with top-ranked brand, Nike.
Jordan brand to release the Jordan XXI, the 21st edition of the now legendary Air Jordan line.
