Sports News – General Sport & Sport Extra

Appropriate footwear is very essential to take care of your feet. After all, your feet are home to close to twenty five per cent of the bones in the body apart from several ligaments, tendons and joints. They also have to bear the pressure of three to four times your body weight when you walk fast or sprint. Good quality footwear and proper foot hygiene prevents occurrence of some of the most common foot problems like blisters, corns, athlete’s foot and many others.

The National Odor-Eaters Rotten Sneaker Contest

It is no wonder therefore that when it comes to sports, footwear design took a major turn and sneakers of various shapes, sizes and colors made their entry. Many of the reputed companies making high class sneakers started spending a lot of money and effort on research to come out with sports shoes that can provide the best of comfort, grip and safety to sportsmen. The sports shoes industry is a highly lucrative and competitive one as reflected in the huge marketing programs and advertising spends that companies go for.

Sports shops selling sports merchandise have also not been far behind in coming out with innovative promotional campaigns to sell their stuff. One such innovative promotion was the National Odor-Eaters Rotten Sneaker Contest that was initiated 35 years back by a sports shop owner who took to this strategy to make his shop as well as a new brand of athletic sneakers popular. Marketing has often been defined as the art of drawing attention of the public to something they would not normally spend time on and in devising a promotion whereby the most rotten and foul smelling sneakers were brought into play, this sports goods owner was able to draw the attention of many sports enthusiasts towards his shop and brand of sneakers. That event has since been held every year and is a major event recognized by the sports shoes industry.

Companies such as Combe Incorporated who make the Odor-Eater products saw the great potential of such an event to showcase their products and decided to sponsor this event from the year 1988. It fitted in well with what they wanted to project. Their products were designed to kill odor and by sponsoring an event that featured the foulest smelling sneakers, they wanted to show that they could combat such foul smell effectively through their product range. This included insoles, powders, high quality socks that could provided protection against athlete’s foot, blisters and other foot disorders associated with sports.

It was no wonder that this company struck gold in terms of getting the attention of the public to their products and they could achieve much more than what they could have done by advertising on cable television and in the print media. People who participated in the contest along with the audience were happy to try out the products on the spot and became users of the products over time. The benefits of foot hygiene and how to take proper care of the feet were also emphasized at these events which raised the awareness levels of the public and led to increased sales of the products.

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