The only real flaw to online shopping is that you don’t get to try before you buy. If you buy from a shop it’s unusual to come out with the wrong size shoe; with online purchases this is a riskier prospect.

Reebok, for one day only (28 August), very kindly launched a Human Dispatch Service that sent (running) couriers with a fresh pair of ZJettrainers to anyone that tweeted their shoe size and address in New York to #ReebokHDS. Customers could then try on the new shoe from the comfort of their own home, refusing them as easily as if they were in shop if the shoe didn't fit.

The idea for this activation, which was created by San Francisco agency Venables Bell & Partners, was to mimic the ZJet’s technology, which uses underfoot air channels to adapt to runners’ individual foot strikes.

Whether it’s Reebok’s intention to initiate try-before-you-buy delivery or simply an inventive marketing ploy, we’d be very surprised if a similar system wasn’t to catch on soon.