Created by Los Angeles-based apparel company Athletic Propulsion Labs and manufactured somewhere in the depths of China, the Concept 1 basketball shoe allegedly lends wearers up to 3.5 inches of additional vertical leap.
“Under league rules, players may not wear any shoe during a game that creates an undue competitive advantage,” the NBA said in a statement released October 19.
APL has already capitalized on the ban, loudly advertising it on the front page of the company’s website. The $300 shoes are still available to the public, and will likely soon be seen on suburban basketball courts around the country, strapped to the feet of Lebron wannabes seeking an edge over their weekend competition.
So how do they work? According to APL’s description of the Concept 1, the shoe “utilizes some of the most technologically advanced materials ever seen on a basketball shoe” and has something called “Load N’ Launch” embedded in the soles.
Not exactly a detailed description. A quick phone call to the company’s headquarters didn’t tell us much more. According to an APL sales representative, the shoes “don’t have springs in them. It’s something else.”
Well thanks for that, APL. It seems the mystery surrounding this product could be the driving force behind its sales.