Nike launched NIKE FREE RUN+, the new addition to the NIKE FREE footwear line in late March 2010. The main communications campaign conveyed the new model’s incredible flexibility with the tagline 'Free like feet want to be'. Nike Japan further tasked us to develop an idea that creates buzz about the shoe’s flexibility and NIKE+ compatibility. The idea was the NIKE MUSIC SHOE. Why not make a real musical instrument utilizing the shoe’s unique bending features and create a soundtrack with it? We turned to RHIZOMATIKS to co-develop and co-produce 8 MUSICSHOEs. The music performance was commissioned to breakbeats unit HIFANA who collaborated in the creation of the instruments and also wrote the song.

The viral movie and micro site were launched first.After some time, the documentary movie revealing the behind-the-scenes story of the instrument production was released.The ideas went beyond online experiences.Trial booths were set up at retail shops for consumers to play with the Music Shoe,and artists other than Hifana who played the music shoes on the viral movie put on live performances.

The production of musical instruments, the Music Shoe, as a solution.This was a contents driven campaign where users were able to experience the movie, web site, actual Music Shoes at retail shops, and live performances.The Music Shoe was a symbolic presentation of the shoes’ flexibility and NIKE+. The product itself acted as the content for consumers to experience.