Among athletic types, a desire for comfort is the love that dare not speak its name. After all, the “no-pain, no-gain” ethos suggests they’re sissies if they let themselves be troubled by the aches and pains their exertions bring on. So, this ad shrewdly cloaks a tacit promise of comfort in a more explicit claim of high-performance—i.e., that you’ll be able to walk Fido until his dogs start barking, giving him first dibs on that foot-massaging gizmo. Instead of saying you have feet of clay and need a shoe to compensate for your limitations, the terse copy flatteringly casts you in the role of Tireless Walker. And then it shuts up, reflecting a smart awareness that it’s best to quit while one’s ahead.
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