I suppose if you're going to sell shoes, why not hire an uber-sextastic model who you would kill to see wearing nothing but shoes and standing in your boudoir. Irina Shaykcould sell water to a drowning man. She's certainly capable of moving shoes for XTI, sliding like a hot slinky cat in a super tight dress along the red carpet at the shoe company photocall in Madrid.
I know there are magazines and journals and associations all dedicated to the fine art of marketing and advertising. But I'll say it again, is it really more complicated than finding one ridiculously hot model like Irina Shayk and having her smile in something sextastic for the cameras? Enjoy.