Nike, which takes the first place in American sport shoes market and shares the market of 40, has absolute advantages. Nike is good at advertising and technological innovation, like to invite sport stars to be its spokesman, and of Nike are particularly favored by customers.. Nike has a strong ability of Research and Development, its new style is always fashionable in appearance and professional in function, such as nike dunks, jordan shoes, nike air force one and so on. Its leading design plus its spotless quality make it enjoy reputation of people like sports over the world. Because of its high technology content, the price of Nike is higher than other brands, but mainstream consumption market pays little attention to technology, Nike gets adrift with market, and its sale falls by 13. Formerly it was not familiar with consumers, however, it makes great efforts to grasp customer demands. Judging from present situation, aggressive Puma is the rival that cannot be ignored, but it is still troubled with Nike who snatchs up its rich lunch.

Puma is created by the little brother of Adidas Founder. Puma lived in the shadow of Adidas for a time, but follows closely behind Adidas now, bears away the market share of Adidas, and expect to occupy 10% of American market. Design style of Puma caters for fashion, uses entertainment stars such as Brad Pitt to make advertisement, and its consumption goal is hobbledehoys.

Newbalance: its style is anti-Puma and anti-Nike. It is down-to-earth and its orientation is the old people. It doesn't invite stars to advertise, based on different feet to make shoes, and spends more attention to produce more shoes in different sizes.

However, Adidas, Puma and Newbalance have never produced so famous and classical styles such as nike dunks, jordan shoes, nike air force one etc.