Summary: Pets are a precious piece of our global society. Studies done in the U.S. alone have suggested that many people consider their furry friends to be part of the family. Many would choose hanging out with their pet over other humans, some of which may even be actual family members.
So naturally, when a brand shows our four-legged companions in less-than-favorable conditions, outrages ensue and retractions are eminent.
Enter Pearl Izumi. Pearl Izumi wanted to highlight how awesome its new shoe, Project E:MOTION, makes running feel. According to them, it takes the stress away from the knees and helps spread the energy around the leg, making you want to run forever.