A lot of people find driving fast in a car terrifying. So what if you put those people in a car with two F1 drivers and tell them that every time they scream, they have to give up a pair of shoes that they just won. Delightfully devilish, Seymour.
Geox did something wonderfully terrible to the winners of its latest contest for new shoes. Every winner got 20 pairs of shoes. But to claim them, they had to go do hot laps with one of the Sebastians of Red Bull Racing, Buemi or Vettel. Every time they screamed during that hot lap, they lost a pair of shoes.
Some of them just couldn't hold it in. Guess they'll be barefoot forever.