Odor Eaters
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Odor Eaters is a brand of foot-care products, especially shoe insoles and foot powder. The brand is manufactured by Combe. Herbert Lapidus invented the namesake insoles in the early 1970s. The insoles consist of latex and activated charcoal, known for its odor-neutralizing qualities.[1] (http://science.howstuffworks.com/question209.htm)
Since 1988 Combe has sponsored the Odor-Eaters Rotten Sneakers Contest, which was begun by a Massachusetts shoe store in 1975 as a gimmick to sell shoes.