Nike Music Shoe

Posted by Alex

This is absolutely everywhere on the internet right now because it is absolutely awesome. The Nike Music Shoe video features Tokyo DJ duo Hifana playing different Nike shoes via bends, bounces, and slams. Easily one of the most creative branding videos I’ve seen in a long while. The last time I got this excited over a soft sell video like this was probably Only the Brave. Talk about inspiring too. After watching Music Shoe I want to run, paint, jam, fly and do just about everything creative I can possibly do.

UPDATE: Wow. They actually were playing the shoes

17 Comments Leave A Comment


Nathan says:

April 16, 2010 at 7:43 am

@Simon Yeah this has Daito Mannabe written all over it. He’s worked with Nike in the past so I’d think its a safe bet. Awesome stuff.


ron says:

April 16, 2010 at 12:10 pm

i didnt watch to the end. the video and the “music” was underwhelming to say the least. and at the end of the day its just an ad for overpriced clown shoes made in sweatshops. (buy US made NBs instead)

sorry to be so negative, but thats my reaction.


Ian says:

April 16, 2010 at 10:08 pm

I love that line at the end:
Shoes sold at retail will NOT make music when bent or twisted.

I’m not sure if they’re being funny or because in the US you need disclaimers like that to avoid lawsuits.


Alex says:

April 17, 2010 at 12:01 pm

Iso50 can do better than this. I don’t come to this blog to check out over romanticized marketing campaigns. Especially ones such as this. The depicted ‘jam sesh’ is blatantly fictitious and logistically impossible. I guess Nike figures that appropriating DJ culture in an ambiguous hyper-foreign misc-en-scene will inspire people to buy sneakers that you can ‘make beats with’. This is just lame content. Especially the fake clap track at the end!


Arthur Leonov says:

April 17, 2010 at 4:10 pm

I really dont know if this is true, but I’ve read somewhere that this is actually possible and real. Im not such a big expert on technology, but sensors can be implemented in the shoes. Anyway I just loved the video, and it will be huge hit.


Tom says:

April 21, 2010 at 10:14 am

The theme music of global destruction and slavery. Nice job Alex…there is absolutely NOTHING inspiring about that. If that’s what it takes to inspire you, well, fuck off.