Go to content


Management Report

Management reports, briefs issued by Samsung Economic Research Institute

Athletic Footwear Warfare: Surviving in an Oligopoly

Athletic Footwear Warfare: Surviving in an Oligopoly

JUNG Tae-Soo

Sept. 2, 2013

Download Athletic Footwear Warfare: Surviving in an Oligopoly PDF email Print

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.



For full text, click the pdf icon above.
Go to list