It's very hard to disrupt their business model. You can't make shoes cheaper than they are.
You could try to attack a different market segment, like more expensive shoes, but that isn't disruption.
You could try a marketing gimmick, like "buy these more expensive shoes and we will send you replacements for life." But it wouldn't be sustainable, and the competition could just offer the same thing and there goes your disruption. You could probably get a couple of years of press, just long enough to sell the company and make the founders a mint (if anyone's dumb enough to buy it).
You could try to attack a different market segment, like more expensive shoes, but that isn't disruption.
You could try a marketing gimmick, like "buy these more expensive shoes and we will send you replacements for life." But it wouldn't be sustainable, and the competition could just offer the same thing and there goes your disruption. You could probably get a couple of years of press, just long enough to sell the company and make the founders a mint (if anyone's dumb enough to buy it).