Sanjo has its disadvantages, too. The biggest disadvantage is low overseas brand reputation. It would take an enormous sum of marketing and brand funds to alert new consumers while fighting with strong brands like Superga, who have a strong brand worldwide and other retailing allies. Sanjo's supply chain keeps growing, and its barriers to logistics like policies of importation, customer networks, and reverse local management must be eliminated to sell in new countries like Canada. Customer satisfaction and delivery time would be compromised in the absence of partnerships with quality Canadian retailers or fulfillment centers. Selling in a merciless sneaker environment where appearance, brand, and price are important is another obstacle. Sanjo has not developed as trendy or stylish as alternative brands like Veja, though it has a distinctive retro look, particularly among eco- or fashion-aware customers. Finally, there is the fine line between expanding sustainably without losing its authenticity and quality. Sanjo must maintain its strengths in development, i.e., its distinctive building form, history, and mythology. Its distinctive character and its long-term identity may be destroyed by having their focus broadened at the expense of these attributes.