PEST Factor: Technological
Experts at the University of Central Lancashire have developed a new technology to further improve the comfort and efficiency of sports shoes. The technology consists of micro springs which provides suspension for athletes (replacing the layers of foam found in running shoes with springs). The first model of the shoe will be launched in June 2013 and will be marketed by sportswear retailer, Intersport. The article also states that various shoe manufacturers were now interested in taking on the technology. This means that big sport shoe companies such as Adidas, Nike, New Balance, Puma etc. will be on to investing in this technology. This serves both as a threat and an opportunity for Adidas as the company will have to compete against other companies for that technology but it is an opportunity in that Adidas shoes may create a hype for consumers, thus increasing in sales and profit.
Sources:
http://www.lep.co.uk/news/business/sportswear-giants-eye-university-technology-1-5266163
Experts at the University of Central Lancashire have developed a new technology to further improve the comfort and efficiency of sports shoes. The technology consists of micro springs which provides suspension for athletes (replacing the layers of foam found in running shoes with springs). The first model of the shoe will be launched in June 2013 and will be marketed by sportswear retailer, Intersport. The article also states that various shoe manufacturers were now interested in taking on the technology. This means that big sport shoe companies such as Adidas, Nike, New Balance, Puma etc. will be on to investing in this technology. This serves both as a threat and an opportunity for Adidas as the company will have to compete against other companies for that technology but it is an opportunity in that Adidas shoes may create a hype for consumers, thus increasing in sales and profit.
Sources:
http://www.lep.co.uk/news/business/sportswear-giants-eye-university-technology-1-5266163