Giving exes the chance to get even with their exes, allowing them to transform them (literally) into doormats, Rider became a media topic, just what the brand needed to get the word out about its feminine line. Without speaking of the joy of the exes that got to put their ex-boyfriends where they always belonged: their feet.

With a direct marketing strategy and a low budget (approximately $85,000), Rider Feminino became a topic of conversation in the media and on social networks. With 1000 doormats printed and delivered, the brand ended up receiving free coverage worth $1,200,000, and more than that, the project served to make the feminine line a national topic of conversation, landing in the country's main newspapers, tv programs, and speaking directly to millions of people.