Clever Viral Marketing
When you actually go to the site they say they only have 1 product left in stock and have an opt in form for you to tell them why you deserve the last one.
It has Dunlop Volley advertising all over it so I'm presume it's a viral marketing ploy by Dunlop.
It must be working given as soon I saw it I went to the website.
A good example of a company thinking outside the box!
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