This retail store is about shoes, sports clothing, sports equipment’s, accessories for sports and is also a manufacturer of bag packs. They mostly aim for the providing athletic equipment for sports and gym. The store aims to provide comfortable, affordable, durable and a luxury experience for their customers. This brand has also incorporated celebrities to make the brand more wanted by the public. Such as Michael Jordon as the brand ambassador. This brand is a status symbol for some and a comfortable sports gear for some.