It’s been a consumer market where the customers decide their products and their characteristics. It’s been a long time where customers used to select the products the company produces. This prosumerism has taken over the world. The customer customizes all the products as they like and they require the company to produce the products. This has also affected the Adidas shoes, which you can select the colors you like and the designs you like. You can also decide what type of material to be used by the manufacturer to make these shoes so that they do not damage you skin and you can be in comfort while you are playing a high stress and high action sport. This is not in the case of the formal shoes that the Louis Vuitton produces and hence you are forced to buy the shoes that are produced by the company. This is similar to that of the NFL jerseys of many teams all around the world. They sell the jerseys in a particular design, which we are not supposed to modify as per the law. Due to this customizes you own design process the Adidas shoes have become more popular than any other shoes in the world.