Nike as an efficient second mover in the performance wear industry

In 1999 the athletic apparel industry received a shock from a little-known company called Under Armour.  Featured in the movie Any Given Sunday was a new alternative to the t-shirts that athletes would commonly wear under their uniforms.  This new under garment was lightweight, tight-fitting, and wicked away moisture to keep the athlete cool during hot conditions.  The movie created a buzz and the ad placed in ESPN magazine helped Under Armour "generate a $750,000 increase in sales."(http://www.uabiz.com/company/history.cfm)  The emerging industry of performance wear was born.

Little did Nike know that it could have been first to market on this and could have created a huge barrier to entry.  Nike developed its Dri-Fit® technology in 1991, but missed the boat on the multiple uses for the "wick away" fabric.  Nike's Dri-Fit® technology was used specifically in the brand's golf apparel.  Because Nike didn't realize the potential of this technology sooner, it was forced to learn from it's new competitor in the athletic apparel market.

With the introduction of the Under Armour Heat Gear®compression shirt initially marketet toward the football segment, Nike realized the potential of its own Dri-Fit® technology and followed suit, effectively becoming an efficient second mover in the performance wear market.  Nike has created several performance wear fabrics to accommodate an athlete's needs no matter what sport they participate in and in whatever conditions they may participate in.

https://help-en-us.nike.com/app/answer/article/product-technology/a_id/56807/country/us

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