Into Thursday's trading session, shares of Finish Line (FINL) were down more than 18% for the year. By noon, they were up 5.5% for the day, leaving many investors wondering whether the rally will be just the starting point or flushed away when Finish Line reports earnings Friday before the open.

Finish Line is the less-attractive option when compared to Foot Locker (FL) - Get Report , TheStreet's Jim Cramer, manager of the Action Alerts PLUS portfolio, said from the floor of the New York Stock Exchange. Put simply, Foot Locker gets better Nike (NKE) - Get Report selections than Finish Line.

That said, all the fierce competition between Nike, Adidas (ADDDF) and Under Armour (UA) - Get Report (UAA) - Get Report is good for shoe retailers, Cramer reasoned. In the end though, Finish Line just doesn't stack up compared to Foot Locker, Cramer said.

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So what should investors do? If Finish Line reports good results, investors should buy Foot Locker because it's doing well, too. If Finish Line's numbers are bad, investors should still buy Foot Locker, which is taking share.

Analysts expect Finish Line to earn 71 cents per share on $550.46 million in revenue.

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At the time of publication, Cramer's Action Alerts PLUS had no position in companies mentioned.