This article talks about how cultural and social developments have changed the society and how sport shoes are becoming more of a fashion item than for plain sport activities. With the running shoe business becoming more of a “fashion, comfort and innovation” business, companies like Adidas should now be focusing not only on ways to improve the technological sides of the product, but also the sociocultural side. These factors include the design of the shoe – colours, lightweight, patterns and so on. If Adidas can manage to keep up with the trend today and design aesthetically pleasing shoes, then they will be more liable to making money and achieving a higher brand recognition, just by taking in consumer interests.
Source:
http://bangordailynews.com/2012/05/26/health/fashion-spurs-sales-of-athletic-shoes/
Source:
http://bangordailynews.com/2012/05/26/health/fashion-spurs-sales-of-athletic-shoes/