We launched the Right Boot Store, a store that traveled the world, each time giving away 2008 boots. Not pairs. Just one. The right one. People could take it home for free and test it against the boot they’re currently wearing, on their left foot.

The store debuted in Berlin across from the Adidas Original Store. Street art, poster, radio ads and PR spread the word.

The Right Boot Store generated an over 250% increase in web traffic. News outlets from all over the world covered it, including the New York Times, Spiegel and the Daily Mirror, generating millions of impressions for the brand.

At time of entry the store had just closed (April 1st). We are awaiting specific results about left boot purchases.