In a new wave of concepts to revolutionise air travel, airlines are considering how to make the dreaded middle seat more appealing. One unique solution to incentivise the middle seat for travellers is by re-branding it promotional class and providing free goodies to passengers. Companies such as Uniqlo and Nike could provide the gifts in exchange for promotion of its logo on headrests and in-flight magazines. It has the potential to transform middle seats into the most desirable place to sit on the plane. Would you forego the comfort of the window or aisle seat for a free gift box?