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THE BROAD VIEW
Nike's bid to challenge old-school Adidas Cool gets winded
Its reboot of the Cortez with a big campaign isn't shifting as many sneakers as hoped for, and the sales are falling. Adidas, however, is garnering more buzz
The Nike Cortez Nylon, launched 50 years ago, was relaunched this year, but sales have been underwhelming.
FILE PHOTO
Adidas is on the ascendant on the back of two sneakers designed in the 1960s - the Superstar and the Stan Smith (shown here).
FILE PHOTO
IN 1967, the company that would become the world-famous shoe brand Nike needed an identity for its new, state-of-the-art running shoe.
Co-founders Phil Knight and Bill Bowerman settled on "Aztec", but, as Mr Knight's autobiography tells it, industry giant Adidas had a track spike called "
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