Sportswear giant Nike is going big in Japan with a great campaign for their Free Run+ running shoes. Nike asked the Japanese DJ duo HIFANA to make music by leveraging (love those marketing terms!) the bendable qualities of their new footwear. The duo happily obliged, hooking up the shoes to their sound system and experimenting with the different sounds the shoes made when twisted or bent.
Shot in some secret location in Tokyo, this is their performance.
I believe there will be a disclaimer saying the shoes sold at retail won’t actually make music when you’re using them, which is a pity. The world needs more music.