NIKE / NIKE+ MUSIC SHOE

Nike has already proved itself king of the post digital realm - taking online and tech behaviours into the real world with one eye on utility and one eye on style. Think back to its Chalkbot campaign painting inspirational tweets onto the roads of the Tour de France and the more recent Nike GRID London phonebox race.

For its latest venture Wieden+Kennedy, Tokyo put the trainers at the core of its campaign by quite literally 'using' the shoes to create a track written and performed by Hifana and co-developed and produced by Rhizomatiks. Flexible accelerometers and sensors were embedded in the shoe which, when twisted and manipulated, produced a range of sounds mixed into a breakbeat track.

The video of the performance and the track itself can be downloaded from its own Nike Japan microsite so you can play it over and over and marvel again at the awesomeness of it all.
 
This ice-cool viral spot has been clocking up the views with close to 300,000 YouTube views in just a few days and it will surely keeping our Nike-clad toes tapping  for weeks to come.

nike.jp/musicshoe/