AgencyWieden & Kennedy Tokyo
SectorFashion/clothing, Media / Entertainment Brands and Sport brands
Nike Tokyo has enlisted music producers to demonstrate the flexibility of its latest trainers, using the shoes as instruments to create a track written and performed by Hifana and co-developed and produced by Rhizomatiks.
Nike is currently launching digital campaigns around the globe to support running events such as Nike Grid in London.
For this online film flexible accelerometers and sensors were embedded in the shoes which, when twisted and manipulated, produced a range of sounds mixed into a breakbeat track.