Nike SB jump on the GIF bandwagon with the release of Paul Rodriguez‘s signature shoe, the P-Rod 7. Challenging conventional photographic press releases, the SB team decided to step it up and present the shoe in motion through the use of GIFs. (We’re pronouncing it ‘jiff’ now, in case you didn’t get the memo.)

Aiming for robustness, the P-Rod model includes a Lunarlon midsole for maximum support, comfort and cushioning while the outsole features vulcanized rubber with a modified herringbone tread for better traction and board feel.

Until the Nike SB P-Rod 7‘s July release, entertain yourself with this collection of GIFs.