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Word Count: 521
The athletic shoe industry is one of the largest markets in the United States today This segment operates globally with many competitors This industry provides us with T-shirts sweatshirts sweatpants shorts and of course athletic footwear Three major corporations dominate the industry itself Nike Adidas and Reebok Nike controls 44 of the entire market Adidas owns close to 12 while Reebok maintains about 12 as well The Nike Corporation was established in 1981 and in its first year as a public company it led the industry and was sold in more than forty countries worldwide They have remained on top for the majority of their existence due to their diverse and ever changing product lineNikes largest concentration is on the sneaker market itself They sell all kinds of athletic apparel and equipment from sneakers and warm-up pants to soccer balls and football pads Adidas and Reebok also sell more than just sneakers all three dominate the industry in footwear as well as apparel There are many competitors such as New Balance Puma Champion and Fila These companies do not run the market like Nike Adidas and Reebok they own much smaller segments Due to the fierce competition in the industry the only way to pull ahead is with product differentiation Nike pulled ahead in 1988 with the concept of Nike-Air Cushioning This sparked the differences between all companies The idea of air pockets air consoles and cushioning seemed to become the biggest trend in the sneaker market Later on the product differentiation became the tool to capitalize on Rubber grip sneakers became popular which spun the concept of different kinds of shoes for different activities There became separate shoes for walking running cross training basketball indoor soccer football wrestling and aerobics The sneaker industry has so many products to choose from The products differ in color shape and category The price is basically the same The average pair of athletic sneakers is around 70 to
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