 We entered a comfort zone in terms of trend quite some years ago. Honestly, I'm reporting from home in athletic shorts right now. But industry titans like Nike aren't taking any victory laps. Ramirez says cool young upstarts are chasing them down. Think Hoka, Lululemon, and On Running. So everyone's out to get a piece of the sneaker business. And some consumers may see Nike as a dinosaur brand, says Neil Saunders with Global Data.