Horribly off topic but did anyone notice how the big shoe players (e.g. Nike and Adidas) managed to brand themselves as technology companies, while it makes abs

Horribly off topic but did anyone notice how the big shoe players (e.g. Nike and Adidas) managed to brand themselves as technology companies, while it makes absolutely no sense to completely redesigning the shoe every couple years under that framework? If they were actually tech-focused, I would expect them to end up close to a local optimum where they would only incrementally improve their products every year, having a revolutionary redesign only every handful of decades (like with cars).