In the article “Demand for barefoot shoes cools considerably, with sales down 47% this year” tells us that the shoe that not long ago was popular among runners, joggers and workout enthusiasts it now has sales that have plummeted 47% compared to last year. Sara Germano, a Wall Street Journal reporter, wrote information cited by Spots One Source, stating that the barefoot shoe industry "was the only dominant industry" to have such an incredibly dramatic trend ("The demand for barefoot shoes bare feet cools considerably, with sales Down 47% this year - SportsBusiness Daily | SportsBusiness Journal Global", 2014, p. 1) When Vibram, an Italian footwear brand, introduced the "shoes Barefoot” marketed them as a panacea for runners. Declaring that they would put an end to shin splints, knee pain, etc. When consumers realized these claims weren't true, there was a 47% drop; assuming there was a modest increase in running shoes, which overall reached $7 billion. This category was the only one to show a decline of a third to $220 million. Mainstream brands followed Vibram's five-finger design and created their own version of the "barefoot" design, and are not disappearing due to adaptation, for example Nike's "minimalist" style shoe is doing well, partly because it is trendy and athletically attractive. ("Barefoot shoe demand cools considerably, with sales down 47% this year - SportsBusiness Daily | SportsBusiness Journal | SportsBusiness Daily Global", 2014) Claims that Vibram's five-toe shoes could help to reduce foot injuries and strengthen foot muscles led to a lawsuit that Vibram settled and agreed to pay $3.75 million in refunds to those who purchased the shoes. (Bernstien, 2014)Relev...... middle of paper......s Adventures: Julian Romero runs THE Marathon Barefoot in 2:53", 2007, p. 1)Marathoners who prefer to be barefoot but not is able to withstand the extremely painful blisters that are caused this way This is a genre that could be specifically marketed to, I think barefoot runners are a little bit unique Career Opportunities Opportunities that could be available with the product management or Vibram's research department solve the problems with the shoes and try to make their claims about leg health true. Additionally, there is probably a marketing position available that finds a way to market the revamped product instead to market them to everyone, turning them into a special item on the feet of each individual If they support the toes, the arch and even the top of the foot to ensure comfort and shock absorption..