Is there ever a point in time when a company "wins" and no longer has to worry about capturing market share, staying relevant in the market or creating innovative products?

• Yes, once you're on top you stay there

• who knows

• No, companies are always fighting to maintain market share to remain in the game.

Skip ahead to 6:00 now to avoid ads.

• Whew, thank goodness, I needed a break.

• Nah, I'll listen to them.

As Adidas recruits the 3 Nike designers, they likely anticipate the future lawsuit that will surely come. Why do you think Adidas carried through with the hire of the 3 men despite the almost certain lawsuit that would follow?

• They didn't think Nike would go through with the lawsuit.

• The cost of the lawsuit would be a drop in the bucket to what revenue they believe the 3 new designers would bring to Adidas.

• They didn't know the 3 had employment contracts with Nike.

• Who knows.

Ad ahead, skip to 15:45

• OK!

• I'll just listen and waste my time.

As Adi Dassler began to create an entire market around a product that had been around for ages but had never been marketed as anything but a standard necessity, he created a sneaker product market that we take for granted today.

What is a common item that you feel could be taken to an entire new level by creating an entire market for it?