Nike launched NIKE FREE RUN+, the new addition to the NIKE FREE footwear line in late March 2010. The main communication campaign conveyed the new model’s incredible flexibility with the tagline “Free like feet want to be”. Nike Japan further tasked Wieden+Kennedy Tokyo (W+K Tokyo) to develop an idea that created a 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? W+K Tokyo turned to RHIZOMATIKS to co-develop and co-produce 8 MUSICSHOES. The musical performance was commissioned to breakbeats unit HIFANA who collaborated in the creation of the instruments and also wrote the song.

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? W+K Tokyo turned to RHIZOMATIKS to co-develop and co-produce 8 MUSICSHOES. The musical 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 idea 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.

Just 10 days after the video’s launch on Youtube, it reached 450,000 views and the number keeps growing.

The video created a buzz far beyond Japan. It went global. It received many complimentary tweets in many different languages from around the world.