Part 9/13:
In the realm of running—a core category—Nike's market share has shrunk from a commanding 42% in 2000 to less than 5% in some segments by 2022. Brands like Hoka, Brooks, and Saucony are out-innovating Nike with lightweight, cushioned, and technologically advanced shoes. Notably, Nike missed opportunities in breakthrough tech like the popular Puma and On shoes, which innovated with new cushioning and performance features.