Two global sportswear giants, Nike from the USA and Adidas from Germany, are preparing to open showrooms in the city within the next two months. 

Facilitated by the DBL Group, the same group that introduced Puma to Dhaka in 2019, this move reflects the growing confidence of these renowned brands in Bangladesh's promising growth prospects. 

The entry of Nike and Adidas into Bangladesh signifies their recognition of the country's rapid growth, boasting around 35 million affluent and middle-class consumers. While their products have been available in Bangladesh to some extent, their high prices have been a challenge. For instance, Bata sells the Adidas Adizero Select sneaker for men at a significantly higher price than in international markets. 

Nike, Adidas, and Puma primarily offer a wide range of shoes, especially sports shoes, along with sportswear, bags, caps, and other apparel products. Their global presence includes thousands of stores worldwide, and the opening of showrooms in Dhaka has been well-received by the upper middle class and upper-class buyers in the area. 

Reducing import taxes and granting permission for local manufacturing could potentially make these products more affordable for consumers. While local brands like Apex Footwear Limited, Bay, Bata, and Lotto have made progress, their products often lack the quality and brand value of Puma, Nike, and Adidas. 

Factors such as low demand, affordability, inadequate quality, limited technological advancements, and a lack of innovation hinder the development of high-quality local footwear products. To bridge this gap, industry experts suggest investing in quality development centers and innovation, as well as improving customer perception of local brands. By doing so, local companies can aim to match the international standards set by renowned brands like Nike and Adidas.