I was walking around the V&A last weekend and walked past this store which I’ve walked past many times before, but the name still gets me every single time:

They specialise in sports & lifestyle footwear, like running or hiking shoes and sneakers and such.

Now clearly the name immediately makes one think of the not-so-cool condition, Athlete’s foot, which according to Wikipedia is:

Also known as ringworm of the foot and Tinea pedis and is a fungal infection of the skin that causes scaling, flaking, and itching of affected areas. It is caused by fungi in the genus Trichophyton and is typically transmitted in moist areas where people walk barefoot, such as showers or bathhouses. Its also caused from excess moisture that gathers in ones shoes or socks after a long period of time.

Now do I want to think of this when buying a new pair of running shoes?  Hell no.  In fact… I try to never ever think about it… like ever.   Sadly this is inevitably what happens everytime I see that sign.  This just has to be a huge branding FAIL.  Surely.  Maybe they went for the tongue-in-cheek approach.  Dunno.  But I’m not so sure it’s working all that well. 

It got me thinking though, I wonder how many other awkward business names there are out there?  If you know of a goodie, please share the love & leave a comment below.

xxx