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Article: The little divisions that could. (Nike Air)
- Article from:
- Footwear News
- Article date:
- August 30, 1993
- Author:
CopyrightCOPYRIGHT 1993 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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BEAVERTON, Ore.- i.e. with Nike Air is on one-way trip to No Man's Land--a place where no athletic brand has been where a casual brand fostered by a sports company can live and breathe on its own. Or at least that's the dreamy reverie executives at Nike Inc. image that its i.e. casual shoe division can go to
With its "just-do-it" attitude (albeit taken a little less stridently) and the backing of a parent approaching another unchartered territory, that being the land of $4 billion in annual revenues, retailers believe i.e. has a chance to become a bona fide casual brand that's here to stay even while previous attempts by sports brands have virtually all bombed.
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