not a crazy prediction. My prediction: Amazon. I have a few pairs of their branded shoes. Simple, cheap, effective. People will eventually realize the newest neat-o feature in the latest shoes are not that big a deal.
If we see a new shoe company, it will be an athlete-run business that comes from someone like Lebron or Curry starting their own brand. But Nike / UA would never let that happen which is why they pay them millions of dollars in endorsements. And if it did happen, Nike would acquire the new company in short order.
Shoes are a Zahavian signal. It doesn't matter how comfortable or convenient the shoes are. Its primary purpose beyond protection of your feet is to prove you are with it. Same applies to iPhones and designer clothes.
