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Taking the common English pronunciation of that, if there is such a thing, it's not something to laugh at at all.
I assumed, perhaps incorrectly, that Shure was a japanese company, which is not an unsafe assumption for an audio manufacturer praised for their 1970s phono cartridges.
I further assumed that the name was in fact probably pronounced quite like 'shoe ray' (shoe as it footware, ray as in sister ray); 'shure' could in fact be perfect hepburn romanisation of「シュレ」(syure) or more likely,「しゅうれ」(syuure) or possibly 「しゅうれい」(syuurei) which wwwjdic tells me could mean any number of things including 'graceful' (秀麗).
However I found out that Americans say 'sure' and since it's my belief that language derives its authority entirely from convention, that's how I say it now.
But there's no reason to laugh, if you ask me, 'shu-re' is a more probably pronunciation than 'sure' considering there is no english word spelled 'Shure' anyway. My Phono cartridge box has japanese writing all over it, but the brand name isn't trancribed anywhere, 'Shure' is always spelled in Latin letters. But I would bet you dollars to donuts that the japanese don't pronounce it like the English 'sure', which they can't even do anyway.
I'm quite sure (ahem) that americans go around saying Denon, Matsu****a, and Onkyo 'wrong' too.
