While Maasai warriors from Tanzania managed to run the London marathon in shoes made from car tyres, a new report shows that Westerners increasingly demand specialist footwear designed for specific sports, activities and occupations.
In the case of sports footwear, one of the main market drivers is the ability of the shoe to improve the performance of the wearer. In some sectors, such as football boots, this feature is regarded by companies such as Adidas and Nike as being more important than cost. Fabric manufacturers are therefore being encouraged to develop high performance products which continually push the boundaries in terms of weight, moisture management properties and grip.
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