Athletes foot


Athletes Foot


Thanks to an aggressive marketing plan and succession of shrewd endorsements, it has been dominated by the Nike swoosh. In a business saturated with players, Nikes 36% market share represents a substantial margin over the competition.


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Almost half the world-wide market for athletic shoes is right here in the US. Thanks to an aggressive marketing plan and succession of shrewd endorsements, it has been dominated by the Nike swoosh. In a business saturated with players, Nikes 36% market share represents a substantial margin over the competition.

How much is 36% of the market? Only sales in the neighborhood of $7.2 billion, thats all. Enough cash to buy every franchise in the NBA. Isnt it just a little ironic a company that propelled its period of rapid growth on a product launch and endorsement campaign grounded on the NBAs brightest star, could on a whim, buy the whole league?

Not everything is rosy for Nike in the athletes foot market. Of the 50 or so other manufacturers, number two Adidas has completed a move to present a major challenge.

Athletic footwear is divided into two sectors. Competitive which drives innovation to set the mainframe, and fashion which

 



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