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.