The Shoe that saved Nike®!

Adidas and Nike could no longer sit it out, they had waved off Aerobics as a fitness fad that would fade, colourful women’s shoes were athleisure and took market from KEDS and Converse, it wasn’t a serious market, they reasoned.  Fitness hit them hard, double digit falls in sales and rising inventory of their long-term best sellers, filled up warehouses and soaked up cash faster than they could turn off the tap, they were both in trouble.

Daybreak for JD and all the other Freds (2000-2007)

At our first meeting John had made it clear that he wanted to court JD with footwear.  That was his reason for committing to the footwear project!