Retailers, shoe brands and buyers alike are optimistic as they ponder the possibilities that could come from a new fashion cycle. The shifts are breathing some fresh air into the shoe sector after years of dominance by athletic performance and casual sneakers. That excitement continued during FFANY Market Week in June, and FFANY August Market Week, which ended on Friday. Adidas’ Marketing SpendAdidas last month report sales growth of 14 percent in the second quarter, helped by World Cup sales. But after the earnings report, Adidas shares slid 11.5 percent, as investors appeared spooked by the German Sportswear brand’s higher-than-expected marketing expenditures.