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Johannes Leonardo New York

Nomis Sports AG, Right Boot Store

Trial Run

Johannes Leonardo launched Nomis sports AG in Berlin, via the 'Right Boot Store'. The outlet encouraged customers to stop buying into sports industry hype and, instead, 'Ask your feet . (it also posed the question just across the road from a flagship adidas shop in Berlin's Mitte district.)

The premise behind the Right Boot Store is that the human body is the perfect mechanism with which to compare footwear quality. Customers simply select a right boot that fits, and take it home at no extra cost. They re then able to wear the Nomis on the right foot, and their existing boot brand on the left.

If, after two weeks, the consumer prefers the new product, Nomis sends them a matching left boot for the same price as a regular pair.