It seems that Diesel opened the door to the use of sneaker and foot fetish in fashion ads after their infamous shot of Jon Kortajarena in the Spring/Summer 2009 campaign.

Japanese fashion house Phenomenon follows in the footsteps of Diesel with one of the models in their their new Spring/Summer 2009 campaign taking off his sneakers and sniffing them.

Such scenes used to be considered taboo and certainly not suitable for mainstream ads, but it seems things have changed.