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The nike air max 90 free run femme failed to retaliate. Their market was undergoing several crises due to changes in leadership. In the 1990s, though was revived by a turn-around specialist, it was not a challenge to nike. nike expected its takeover of Reebok to give increased clout with dealers' leverage of endorsement deals and sponsorships and access to wider consumer base. The nike-Reebok merger vaulted the combined entity into the second place in the American athletics shoe market behind

Footwear is no longer viewed as a commodity that just offers protection for feet. What was hitherto considered a ‘Want' is today a basic ‘Need'. Today, the footwear trade is a vast and dynamic operation involving huge economies of scale. The low-cost countries are gaining foothold in international markets leading developed countries to import and outsource so as to meet their requirements. nike air max 2013

The athletic shoe segment is highly competitive in nature with the major players such as nike air max 1striving to retain their market share and the smaller players such as Puma trying to gain market share. Important features of this competitive segment are heavy advertising, celebrity endorsements, brand awareness programs etc. Until the 1970s, nike, the German sports company, was the market leader in the US due to its product innovation. In the 1970s and 1980s, nike & Reebok grabbed their share by redefining the product offering and aggressive marketing.

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