Seeing a shift in customers' wants, various brands which have been in the industry for a very long time, have decided to take advantage of it and either create new products or rebrand their best sellers in order to conform to the new standards set by streetwear. For instance, during the recession, sportswear pioneers such as Nike had to rethink their strategy and widen their range of customers in order to survive, hence the reason why many products such as the Nike Free Runs and the Flyknits have been created. With a wide range of colours, the brand decided to to stay true to itself by developing new technologies, while still making their new products appealing to the fashion-conscious. Sneakers were not just meant to run anymore: they were a fashion statement. Many other companies such as Adidas and Timberland have followed cry similar paths in terms of rebranding or making sportswear fashionable.