Nike and Reebok in the battle, the problem spots and opportunities point is entirely in the target market's changing and design-oriented nature. In other words, that is, younger (adolescents, young adults) have not only purchased shoes only, shoes are represented by their "fashion sense." Two shoe giants have to realize that, if we expand the size of the market, it must be the original concept of professional sports shoes, transfer to a more broad, "fashion" of adolescents and young adult market. Reebok hole burning opportunities, first piece of gold into the market with superior products and aggressive public relations campaign full of Nike lend a heavy blow. Reebok CEO Fireman has publicly criticized Nike: "Knight is just Wholesale air jordan a shoe who fills the old thought he was a great sport players." Knight is light vulgar response: "The reason I hate Reebok, because of its R & D system is simply a counterfeiting machine."
In order to counter the provocative Reebok, Nike faced up to bet a huge amount of money on R & D on new products, the most popular products is the classic late 80's "gas Shoes" (The Nike Air Shoe). Critic John. He Long (John Horan) had a special issue on the American sports industry, made for Nike shoes air his views: "In fact it is a simple, easy to understand the shoe technology, only the air into the soles, that is, forming a flexible insole, so just. " Nike air shoes until the early 90s was formally listed, and received an unprecedented success. So, 80 years is facing the predicament and trying to ZTE Nike era, period, Nike has suffered in the market against fierce competition, but also from the establishment of a future strategy for new product R & D keynote.