Normally in the sporting world, clothing or footwear sponsors strive to cultivate their athletes’ images so that by supporting that brand we are somehow supporting those athletes. In a groundbreaking (unintentional pun) marketing move by Etnies, their new “Make Wilko Plant Trees” campaign encourages customers to buy team rider and ASP World Tour playboy Matt “Wilko” Wilkinson’s shoes for no other reason than it makes him miserable, since due to a contract oversight on his part, he has to personally plant a tree for every shoe sold. Brilliant! Everyone wins! Except Wilko.
See the video below.