I feel like athletic shoes have mostly become what they were always meant to be: athletic shoes - you know, for doing something athletic, not just for going to Costco or McDonalds or whatever else. Back in the 90s, athletic shoes, like Nike, were for everything; they were the default shoe style. Now people wear Crocs or flip-flops or something else, not necessarily athletic shoes. So now the market is smaller for Nike - they can make the best athletic shoes in the world, but most people aren't athletes, they just wanna slip something on their feet and go to the grocery store.