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The question now is how quickly and fast they can get up to speed in this evolving active lifestyle market. Their competitors, however, are not going to easily give ground.The Holy Grail in the sports Nike Air Max 270 Dámské retail market today is finding the right performance-style balance. In that, Adidas and Lululemon have been more successful than Nike and Under Armour. Sullivan notes that striking the performance-style balance is complicated Nike Air Presto Womens because the target consumer market is splintering, breaking apart into distinct niches.

Brands like Nike and Under Armour are strongly imprinted in the minds of many of the emerging Nike Air Vapormax Mujer active lifestyle consumers as being for real athletes and as a result don’t have relevance to their active, as opposed to athletic, lifestyle. Rather than communicating the message that the brand can perform in these Nike Air Max 90 Dámské customers’ active lifestyle too, performance-focused brands like Nike and Under Armour may intimidate these customers who think since they aren’t runners, basketball players or serious athletes, the brand isn’t for them.

Nike Air Pegasus 92 Dámské Pánské This is not to say that Adidas brand with its own roster of NBA super-stars isn’t strong on performance, but it has been quicker to pick up on the style demands in the evolving active lifestyle market. Adidas Originals which hearken Adidas NMD Mujer Rosa back to the brand’s roots is credited with much of its recent growth. And Reebok, Adidas’ other sports brand, credits its own Classic collection as a key driver for its Nike Air Max 90 Femme Noirbrand.

Adidas’ fashion profile has been greatly enhanced by its alignment with hip-hop icons Kanye West and Pharrell Williams in its Superstar collection. Reebok too has been developing its cultural relevance with its Adidas ZX 750 Mujer Reebok Innovation Collective, which invites style makers and cutting-edge companies to collaborate in new designs.

Reebok’s innovation initiative resulted in a partnership with NYC-based fashion retailer Opening Ceremony in the Nike Air Max 1 Dam development of a Pump Supreme sneaker with a stylishly psychedelic design. And with David Clark Company it designed a space boot currently being tested by astronauts on the International Space Station using its Floatride technology that promises “Ultimate cushioning. Ultimate comfort.” The same technology is available to customers in its Floatride collection, which was awarded Best Debut by Runner’s Nike Free Run 2.0 Dámské World magazine.

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