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Jeff Jensen writing in Advertising Age (1996) notes that Nike is a high profile athletic apparel and footwear company with a market share in excess of 35 percent. Rising into prominence during the late 1970s and early 1980s, Nike dominated its industry until the mid-1990s. In the last few years, Nike experienced difficulties in positioning itself effectively with young consumers -- who are Nike's largest and most important target market. Nike's marketing and promotional programs may focus on younger consumers, but the company makes shoes for anyone of any age and any gender. At one time, Nike shoes were targeted to athletes. Since the late 1980s, Nike has worked to transform itself from a brand of sneakers to a product integral to the sports culture it targets. From pro sports arenas to inner-city Nike basketball courts refurbished,bag and from Foot Lockers stores to Niketown superstores, the ubiquitous Nike Swoosh this year was more recognized and coveted by consumers than any other sports brand.