With the advent and success of the Nike Shox sneakers, a major US shoe care brand saw the opportunity to capitalize on the trend with new accessories, including an all-in-one shoe brush to care for and complement this emerging product.

In a highly competitive US footwear retail environment, a new market opportunity is discovered by a leading foot care brand. The challenge was to address a peculiar “creasing” problem of sneaker fans wishing to maintain the fashion, value and comfort of the popular “Airforce” sneakers.