Who is ahead of the game currently?
Depends on what you mean by that. There isn’t one company that is “ahead of the game” in every aspect anymore since the competition in the industry is pretty fierce. Nike/JB still kill it in sales but they aren’t churning classic models out left-and-right like they were in the 90s (arguably their golden era).
Nike has turned Flyknit into arguably the best fabric used on uppers with various levels of implementation including on the LeBron line where it’s actually able to even offer support and structure.
Boost is easily the best foam-based cushioning in the game, in terms of comfort. Nike Fanboys will argue React but I’d still be willing to bet that most people would still choose Boost.
Although they aren’t really acknowledged around here, UA has beat pretty much everyone on performance-per-dollar at retail price.
Hell, even Puma is making strides in the industry that I think they could certainly become much more relevant in 5-10 years.
Jordan Brand has banked on resting on it’s laurels and doing what it does best (cranking out retros and flagship performance models). This has made them a ton of money in sales but, I’d argue, it’s also made them more conservative with their new designs and not hire top, hungry talent to design newer models (hell, they still had Tinker designing the XXXs). This is why we haven’t seen them drop classic like even Nike has done recently with Flyknit Racers/Trainers and, many would argue, React Element 87s-those models had innovative and provocative designs. JB hasn’t really designed anything like that unless you consider putting a huge gloryhole in the side of the shoe accomplishing this.
