In reply to Neil Williams:
IIRC a few years ago Adidas or one of the other big brands got in a bit of hot water with some advertising claims about the energy recovery capabilities of one of their running shoe lines. If the claims had been true, the shoes would have fallen foul of competition rules, but arguing some piece of kit does not work as advertised is not clever from a marketing POV...
Whoever it was, it was well deserved.
CB