I don't doubt the trends cited in this article; it seems well-researched. However I will say that anecdotally, as the parent of two boys in the US, Nike's brand is still very strong. I have a 3rd grader who refused to let us buy him any sneaker brand other than Nike. When my older one was the same age it was the same thing -- all the cool kids were wearing fancy Nikes and we had to pony up. That seems to have faded for the older one in middle/high school though.