Nike's new line of price and fashion conscious shoes

Nike will soon be conquering new markets with its ambitious plans of bringing out a new line of footwear that will be aimed at fashion and price conscious consumers. The new brand called Tailwind will be launched in Payless stores in Manhattan and Brooklyn next week. The new line will be available only at 400 stores initially but will be stocked in all stores by December. The highest priced sneaker in the Tailwind line will cost only $34.99, a price that is sure to attract lots of customers.

Tailwind gives Nike the opportunity to attract an entirely new audience at the lower end of the market, one previously alienated by the high prices and athletic focus of Nike's core brand offerings. "What this does is afford a big-name brand the ability to enter an even bigger market without diluting the core essence of its dominant brand," says NPD Group chief analyst Marshal Cohen. "Nike really has nothing to lose and a lot of volume to gain…. Consumers like the idea that Nike is behind [the new brand]—it seems like a good bargain."