SYLMAR, Calif. (May 9, 2008)—Nike’s shocking viral video showing Los Angeles Lakers shooting guard Kobe Bryant leaping over a speeding Aston Martin to promote the brand’s new Hyperdunk sneaker has become not only a YouTube hit, racking up over 2.5 million hits, but a target for parody.

Gravity Defyer's Milano

Just days after the Nike video was released, upstart comfort brand Gravity Defyer came out with its own take. In the company’s video, Emmy-winning comedy writer Bruce Vilanch promises to mimic Bryant’s feat of daring while wearing Gravity Defyer shoes. That Vilanch outweighs Bryant by triple digits and faces off against a truck is just part of the humor. Shortly after being posted, the video received enough traffic – close to 10,000 hits – to crash the company’s servers for several hours.

Explaining the reasons for the parody, company spokesperson Richard Swaidan says, “Our company is a fun, collaborative effort of unique ideas and concepts – just like our footwear –which keep us moving forward. We are innovating the shoe industry, so why not innovate the way footwear products are marketed?”

The positive response to the video is just more good news for the comfort footwear company, which has seen steady growth in its first year in business with a 41 percent upswing in first quarter year-over-year sales in 2008. The brand, which touts “secretly formulated springs” in the heels of every pair of shoes, plans to roll out “dozens” of new styles, including more fashionable women’s footwear, according to representative Richard Swaidan.

Yet, funny videos are not the only media that is succeeding for this upstart comfort shoe business. Its sales have steadily increased during its first year of business, and it has even seen continued strong growth during the very sluggish first quarter of 2008. In fact, it reported sales 41% higher for the first quarter of 2008 than the first quarter of 2007. Business has been so good for Gravity Defyer that the company plans to roll out dozens of new styles, including more fashionable women's footwear. The brand is also pursuing direct retail sales in addition to retail outlet placements.

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