Marathon Sports is a chain of stores in the Boston area, primarily selling sneakers and running clothes and accessories. What sets it apart from other stores, though, is its sneaker shopping experience. When you walk in, you are greeted by a sales representative, who asks you about your running habits, analyzes your running gait, and then recommends sneakers specifically for you. This shopping experience offers both stimulation, through the novelty of a store that tailors its shoes to your preference, and hedonism, because implicit in the idea of buying shoes that help your running gait is the idea of self-enhancement. When buying shoes from marathon sports, you end up believing that buying these shoes will make you a better athlete, and help you improve yourself.