print advertisements which are typically repeated on a regular basis to introduce new styles and keep consumers brand aware.
Nike has demonstrated marketing success as it has invested in research and development as well as innovative advertising to generate strong loyalty to its products. Its low-cost structure has came under intense media scrutiny in the late 1990s as the company faced adverse publicity regarding labor practices in Asia, but this policy of producing shoes overseas keeps the company's cost structure in line with the industry as a whole. As the market leader, Nike can also command favorable terms from its suppliers.
Because athletic footwear is generally worn by non athletes, substitute products in the form of other types of casual shoes pose a threat to the industry. Timberland, for example, markets "rugged" footwear designed to appeal to consumers who want to exhibit an active lifestyle focused not on sports, but on outdoor activity. As with athletic footwear, many of Timberland's consumers are not actively engaged
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