ATHLETIC FOOTWEAR

SUPPLY CHAIN ANALYSIS

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The supply chain for the athletic footwear industry is an intricate buyer-driven chain that flows from design to production to distribution.

The most value added and profits occur in the branded company's sector of the supply chain. The ability of these companies to differentiate their product gives them the power to sell not only the shoe, but an image and idea along with it. They cater to consumer needs and must always be on on top of consumer trends in order to compete successfully in the industry. These companies hold the power in the industry because they dictate the design, how much is manufactured, how it is distributed, and how the product is presented to the public.