When 'Yours Sneakers' creator Andrew Henry received a bad batch of shoes he did the unthinkable: he destroyed them.
Many retailers would sell the defective product at, hopefully, a lower price. However, this isn't what Henry wanted to do. He created an incredible marketing campaign that sets his brand apart from the rest.
Henry completely destroyed his shoes in numerous ways. He set them on fire, dropped eggs on them, chainsawed them in half, dropped a pigs head on them and exploded them. Using his bad shoes as a marketing technique was genius. Not only was Henry able to showcase the quality and interior or his shoes, but he also proved that the brand is honest and will not sell inferior products.
Yours Sneakers were able to differentiate themselves from the competition by selling a great product, and having a fantastic campaign.