Beat that: Jogging shoes are turned into musical instruments

Tokyo – Consumers will definitely like the sound of the new Nike Free shoe advert.

In the opening sequence of the video, big speakers with the Nike logo are rolled into a studio. Funky music starts playing. The beats are controlled by bending the shoes, which include flexible, accelerometer sensors.

Tokyo-based advertising agency W+K Tokyo commissioned various artists, including dj Daito Manabe and designer Tomoaki Yanagisawa, to create the Nike music shoe.

Who would have thought that a pair of sweaty jogging shoes could be turned into musical instruments? For more on how brands are incorporating fun and play into their offerings, read our Dreamtelligence trend report.