The running shoes segmentation focuses on big cities like in Viet Nam; there are HCMC, Ha Noi Capital, Da Nag city, etc. People live in big cities tend to play sports than rural people and they are more willing to pay more for sport shoes, that can be observed by purchasing habit in different areas. Nike and other brands target people who usually play sport and tend to use sport shoes in 2 biggest cities, that’s Ho Chi Minh and Ha Noi where famous brand name showroms are available the most. It is very hard to find a Nike showroom in rural area or small cities because people there have to work on farm instead of doing exercise, this point can be observed by travelling and focus in interview. Rural people prefer domestic product such as Bitis, Asia,etc with cheap price although it is not dedicated for running or walking. This information is from focus interview which has been done during researching