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Step Lively When advertising people think of footwear, sneakers come to mind. The commercials regularly win kudos at the awards shows. But athletic shoes, though primarily targeted at kids, constitute a mature segment of the market, growing sedately at 2.6 percent in 1996 and beating only the likes of wing tips. If sneakers are losing market share, then what’s hot? Gear the trade calls “rugged”-including hiking and steel-toed construction boots-which posted the most impressive gains, at 17.6
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