The NBA has long banned performance enhancing drugs and now it has, for the first time in league history, banned a performance enhancing shoe. The new Concept 1 shoe by Athletic Propulsion Labs, a $300 basketball shoe containing a spring-based system said to enhance a wearer's vertical leap by as much as 31/2 inches. The NBA said in a statement: "Under league rules, players may not wear any shoe during a game that creates an undue competitive advantage."Can there be a better marketing hook for a basketball shoe than "Banned by the NBA"? Athletic Propulsion Labs certainly doesn't think so. A visit to their home page greets you with the image of stamp with that label covering most of the home page. It's perhaps the ultimate slogan for a basketball shoe and despite the $300 price tag I expect these shoes will fly out of APL's warehouse.
