Nike's new Starter brand performance sneakers will debut at 400 Wal-Mart stores in the US next month. (Associated Press photo)
BEAVERTON, Ore. -- Sneaker giant Nike is making its first foray into the world of discount chains.
The Beaverton, Ore.-based company is launching a new sneaker line at retail giant Wal-Mart.
The new line, produced by Nike subsidiary Exeter Brand Group, will be the first sneakers offered by Bentonville-based Wal-Mart for athletic use, as opposed to casual wear.
The shoes will be marketed under the Starter brand. They will retail for $40 and will be available in 400 stores starting next week.
Nike has long wrestled with how to reach the millions of budget-minded consumers who shop at discount chains.
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