Nike vs Adidas
Without a doubt, Nike has an impressive history of sneakers ranging in many styles for multiple sports. Not to mention, Nike has been innovative in the technical and design aspects of the shoes to fit certain needs of athletes, which eventually led to other apparel and accessories worn by professional athletes for years. Nike places their highest value on the quality and performance of their products so that consumers receive the absolute best value for their buck. Adidas is Nike's biggest shoe competitor, being just as innovative and popular among consumers. They, too, are finding ways to target multiple types of consumers, ranging from those who actually need the functionality and performance of the shoe to those who just like the "look." In the articles linked below, not only do you get an in-depth look at the evolution of sneakers and their development over time, but the importance of changing consumer-needs and how it affects the sneaker industry.
I never really thought too far into sneakers and their manufacturing. I played sports when I was young, but never had much interest in the fitness lifestyle...until now. Slowly become a trending lifestyle over the past few years, the "athletic" look is adding the health and fitness as well as comfort and sustainability factors into our everyday lives. As a person with an ever-changing style, I am intrigued by the emerging trend and am already buying into the lifestyle. I even found myself shopping for cute workout gear after the holidays. What materials our clothing is made out of is becoming of concern to even the average consumer (it is comfortable? can I wear this from day to night?). The priorities of consumers and what we care about are becoming of paramount concern to the companies and how they are going to be differentiated in this economy. As far as the sneakers, they continue to be a part of the multiple markets system because everyone seems to be shifting their concerns from "fast fashion" to "sustainability." As long as companies continue to listen to consumers and consumers in return make it known what they are looking for, the relationship should last.
http://www.citylab.com/design/2014/07/the-extraordinary-future-of-shoes/374657/
http://news.nike.com/news/nike-football-illustrated-a-guide-to-game-changing-innovations
