etal formality, a desire for greater comfort, and lower overall footwear prices motivate the purchase of athletic shoes every bit as much as does a fitness craze or the pursuit of ephemeral fashion, although these latter two factors are of great significance in the marketing of athletic shoes. Nike and the company's strongest challenger, Reebok, read the same tea leaves and learn different lessons. One or the other of the two companies may be correct and the other incorrect, or both companies may be partly correct. The latter alternative appears to be the most sensible assessment.
Both Nike and Reebok participate in the same industrial classifications. Financial performance for each company is reported with other firms competing in the shoe industry, although both Nike and Reebok also design, develop, and market apparel products (Rindos, 1992a, p. 1661; Rindos, 1992b, p. 1662). Both firms market high quality leisure and athletic footware product
...