# Fetishvertising Fashion 'Phenomenon' Sniffs Sneakers in S/S ‘09 Campaign By mediterranean | Published 2009-02-03 | Naughty Source: Trend Hunter, https://www.trendhunter.com/trends/phenomenon-sneakers-spring2009-campaign References: [homotography.blogspot](http://homotography.blogspot.com/2009/02/foot-phenomenon.html) & [phenomenon](http://phenomenon.tv/) 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](https://www.trendhunter.com/trends/axe-campaign). Such scenes used to be considered taboo and certainly not suitable for mainstream ads, but it seems things have changed. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 67% | Activity: 47% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Naughty](https://www.trendhunter.com/naughty) ## Key Themes ### What Makes This Trend Stand Out - **Sneaker Fetish in Fashion Ads:** Disruptive innovation opportunity: Explore the use of sneaker and foot fetish in mainstream fashion advertisements. - **Taboo Scenes in Mainstream Ads:** Disruptive innovation opportunity: Challenge societal norms by incorporating taboo scenes into mainstream advertising campaigns. - **Changing Perceptions in Fashion Advertising:** Disruptive innovation opportunity: Embrace the shift in societal attitudes towards controversial and provocative content in fashion advertising. ### Sectors Adopting This - **Fashion Advertising:** Disruptive innovation opportunity: Revolutionize the fashion advertising industry by pushing boundaries and creating provocative campaigns. - **Footwear Industry:** Disruptive innovation opportunity: Capitalize on the sneaker and foot fetish trend by creating unique and unconventional footwear designs. - **Marketing and Advertising:** Disruptive innovation opportunity: Develop new advertising strategies that challenge societal norms and create buzz for brands. ## Related on Trend Hunter - [Naughty Holiday Campaigns](https://www.trendhunter.com/trends/diesels-xxxmas.md) - [Fragrance-Integrated Fashion Accessories](https://www.trendhunter.com/trends/bright-crystal.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Artistic Contemporary Footwear Collabs](https://www.trendhunter.com/trends/melissa-x-diesel.md) - [Sneaker-Inspired Fragrance Launches](https://www.trendhunter.com/trends/distilled-fragrance.md) - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Organic Sleek Avant-Garde Sneakers](https://www.trendhunter.com/trends/contranatural.md) - [Stylish Footwear Campaigns](https://www.trendhunter.com/trends/flex-as-you-go.md) - [Fashion Collaborative Sneaker Models](https://www.trendhunter.com/trends/clot-and-adidas-1.md)