Nike raced into the running shoe market in the 1970’s to displace incumbents Adidas and Puma among others but what really cemented its position as a game-changing brand was releasing a version of its innovative ‘Waffle’ training shoe in blue to match the colour of jeans.
This apparent small move turned what was a pure sporting accessory into a piece of everyday wear and ignited sales of Nike products. It has never looked back. Fast forward to today and it is clear Nike has played a leading role in the rise of the streetwear and athleisure categories as well as the massive market for the resale of training shoes (aka sneakers in the US).
Read the full article from the Retail Insider here