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Issue Report

Collection of full-length papers and in-depth analysis of economic and management issues.

Athletic Footwear Warfare: Surviving in an Oligopoly

Athletic Footwear Warfare: Surviving in an Oligopoly

JUNG Tae-Soo

Sept. 2, 2013

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The athletic footwear industry has seen tremendous growth over the last 100 years, turning into a US$70 billion apparel juggernaut. Dominated by Nike, Adidas, Puma and Reebok, the industry pivots on marketing expenses and advanced technologies that dwarf the general fashion industry and creates a formidable barrier to market entry.

Nevertheless, the history of manufacturing athletic shoes is dotted with latecomers overcoming seemingly insurmountable odds to lead the industry. How they entered and thrived in an oligopoly offer lessons on being adaptable and agile.


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