Of course it’s for publicity.

The woman is 6’2″. OK, she’s only 5’1″, but still: that’s one big shoe..

Sure it’s marketing. Certainly it contributes to Reebok’s prestige and good will, and will help sell its shoes.

Never mind. There are many ways that the athletic sportswear company could have promoted itself without helping someone who desperately needed it. Instead, it made three free custom pairs of size 24, 10E sneakers for Igor Vovkovinskiy, the tallest man in the U.S. He was suffering, and now he can walk without pain.

The 7’8″ Rochester, Minnesota man had undergone 16 foot surgeries in six years because he could not find shoes that fit his giant feet.  Reebok heard about his plight and decided to help him. The special shoes took months to manufacture, and each pair would have cost about $15,000 if Igor had to pay for them. In fact, he was taking contributions to help him afford pain-free footwear. Now, he says, he can finally walk again

Capitalism doesn’t have to be ruthless and cold. It just needs to be creative, and pay attention. It is possible to maximize profit and still do good for people along the way, sometimes with the very same act.

Good for Reebok, and good for Igor Vovkovinskiy. Capitalism at its best.

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Facts : New York Daily News

Graphic: Star Tribune