Of all the major fads and trends popping up in popular culture, none is more prevalent than flashy shoes. Mainly with sports sneakers, the footwear industry has seen a major influx of demand for the production of iconic shoes. The current manufacturing practices of the sneaker industry, especially from companies like Nike, Reebok, Adidas, and New Balance, are prevalent all over the world. As the industry faces fierce competition and products are labor intensive, companies face extreme pressure to increase profit margins through their sourcing practices. No competing sports brand is more prominent and internationally established than Nike, Incorporated. Introduced to the world in 1964, Nike has risen to the top of notable fashion and sports brands through the acquisition of major subsidiaries such as Hurley, Converse and Jordan. Nike is today the world's leading supplier of sports footwear and clothing and a major manufacturer of sports equipment. Due to the brand's association with legendary athletes and futuristic sneaker designs, Nike has fueled consumer fervor, in which many will turn to desperate measures just to own a pair of Nike's iconic shoes. Realizing the risks and dangers associated with releasing these highly sought-after sneakers, Nike became infatuated with consumers' overwhelming desire to purchase their product and began releasing their most in-demand sneakers in limited quantities to generate even more chaos and increase their profit margin. Because of the fervor Nike generated for its product and the danger it posed to shipping carriers, retailers, and dedicated customers, Nike's new release...... middle of paper . ..... Jordan Mark.Works CitedAkuon, Timmhotep. “Concords, Christmas, and the Marketing Genius of Nike’s Jordan Brand.” Black business. Black Enterprise Magazine, December 28, 2011. Web. March 29, 2012. Mattioli, Dana. “Nike’s footwork generates long lines. » The Wall Street Journal (2011) web. March 29, 2012 “The Nike Foamposite Galaxy release is canceled and riots ensue in Orlando. » International Business Times. The International Business Times, February 24, 2012. Web. March 29, 2012.Ruiz, Mariapaz D. “Supply Chain: Nike, Inc.” University of Phoenix (2009) Web. March 29, 2012. Van Dusen, Steven. “The Shoe Industry's Manufacturing Practices: Nike Against the Competition.” » UNC-Chapel Hill (1998) Web. March 29, 2012. Williams, Timothy. “The rush to buy new sneakers leads to arrests.” The New York Times. New York ed. The New York Times, December 24, 2011. Web. March 29 2012