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(time-sporting life) With their new shoe, Adidas threatens to capture some market share in the running shoe segment. This stands to be a substantial amount of lost profits if Nike is not able to compete. Fortunately, Nike is already well established in the athletic shoe industry. It should be able to utilize its strength of brand equity compete effectively with the Adidas One. According to market research from NPD Group, ?°running is heart and soul of the athletic shoe industry.?± Americans last year spent over 4.5 billion dollars on running shoes, accounting for 25 percent of all money spent on athletic shoes and making them the top category in athletic footwear...
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