Management reports, briefs issued by Samsung Economic Research Institute
The athletic footwear industry has seen tremendous growth over the last 100 years, turning into a US$70 billion apparel juggernaut. Dominated by Nike, Adidas, Puma and Reebok, the industry pivots on marketing expenses and advanced technologies that dwarf the general fashion industry and creates a formidable barrier to market entry.Nevertheless, the history of manufacturing athletic shoes is dotted with latecomers overcoming seemingly insurmountable odds to lead the industry. How they entered and thrived in an oligopoly offer lessons on being adaptable and agile.
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