As athletic shoes are designed to improve comfort and personal safety during periods of increased movement, the substitutes for athletic footwear products are low because there are little alternatives to switch. In other word, substitutes for athletic shoes means using other forms of shoes such as boots, sandals, or going barefoot. However, consumers are not likely to substitute due to the performance specification of the product. For instance, a basketball player would not wear boots to play basketball. In addition, large populations of athletic shoes consumer wears athletic shoes simply because they are comfortable Therefore, there are no real substitutes for athletic footwear.