“Cheaper than Edy Cohen”: Jordanian shoe store’s viral marketing move

A shoe store in Madaba has drawn attention with a poster displayed on its storefront criticizing Lebanon-born "Israeli" journalist Edy Cohen, reading: “Our prices are cheaper than Edy Cohen.”

Store owner Saif Al-Din Abu Imran explained that the phrase was intended as a statement about affordability, but also carried a deeper message.

“I wanted to place Cohen among the shoes to show that he is even cheaper than them,” he remarked. He went further, stating that associating Cohen’s name with footwear was, in his view, an insult to the shoes themselves.

The poster quickly caught public interest, with some seeing it as a clever marketing tactic, while others interpreted it as a pointed statement. Abu Imran, however, stood by his message, reaffirming that the prices at his store remain the lowest—even cheaper than Cohen.