demographics are a main concern. As people age, they will more than likely stop purchasing Nike apparel and move on to a more comfortable brand such as New Balance. It is very common to see an older person wearing new balance shoes. Also, the buying tendencies are based on how people are located geographically. It would be extremely rare to see a farmer working on the ranch sporting anything Nike based. Although farmers are not the target market for Nike, this does play a role in where and how often their product is purchased.