For Kihachiro Onitsuka, the founder of the Japanese athletic shoe company Asics , inspiration came in the form of an octopus salad.

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"The number one best shoe for everybody is a good athletic shoe something that laces up and has good structure to it, " Oswell said.

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Shares in athletic shoe companies may come under pressure after global industry leader Nike on Friday missed profit forecasts and fell by 9.4% in New York trading.

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This month Cohen will add the City of Boston, which is launching a 600-bike system (sponsored in part by athletic-shoe maker New Balance).

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Athletic and outdoor shoe brand competitors abound including Nike, Adidas, New Balance and many others.

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Title 9 Sports, which sells women's athletic gear, attaches stories to many of its products, like Meg's Favorite Shoe.

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