The sports world has witnessed the occurrence of sex discrimination. In the first Olympics, only men were permitted into the games; while for women, they had no chance to participate in it. Women began to enjoy the same right with men after the first industrial revolution. The permission of women's participation in the Olympics games demonstrate the biggest achievements of women rights. Then the Olympics games had some extra women's sports as its events. At present, almost all sports permit the participation of women athletes. This also gives chance to businessmen to position their business goal on women sports shoes crampon mercurial, and Nike Air Max can be a typical example. By words of the NPD Group, in 2001, the generated sales of women's sports apparel is up to more than $15 billon, and this surpasses that of men's by over $3 billon. Nike Company has been established for a long period from its first foundation in 1964. Few people know that Nike which is considered as one of the biggest companies in the whole world derives its name initially from a woman who is the Greek goddess of victory. Nike Company has put its focus on men during its long developments. Sex discrimination has ever existed in Nike Company. The first pair of Nike shoes was Nike air which was designed for male players in basketball game. Nike Company then started making its products focus on males. It is hard for women to get genuine women basketball shoes or football ones designed specially for women. For women engaging in the sports, this should be a trouble. The fact that more and more women tend to run in the morning and do yoga in the gym requires manufactures to introduce women shoes. Then in 2001, women shoes were introduced into the market, and this demonstrates Nike's close attention to women consumers. Nike Company has changed its products from Nike Dunks which are made for basketball players to Nike SB which is designed for skateboarders. It seems that Nike aspires to be the number one brand among all sports brands in the whole world. For other sports brands, this should be a kind of provocation. However, according to words of Nike Company's president, the purpose of the releasing of Nike women shoes is to innovate Nike products, and above all, inspire every athlete. Nike Company is expected to fit itself to that lifestyle. From the first design of Nike Goddess, till the releasing of Nike Air Kyoto, Nike Company has searched for a way to reach that. Nike women shoes copa mundial adopt the breathable and waterproof fabric as their materials in hope of resisting the rainstorms. Today, all Nike shoes made for men, say, Nike running shoes, Nike trainers shoes, Nike football shoes, also have women styles. just in stores, you can get them. Nike Company tries to create women a kind of nomadic lifestyle from the appearance of shoes to the design concept of them.